Ascott is accelerating the global growth of its flagship brand under a new multi-typology strategy. In 2024, the company signed eight new properties – more than double the previous year’s total – and added three more in the first four months of 2025: Ascott Ortigas Manila in the Philippines, Ascott Shenton Way Singapore, and the brand’s first property in Wenzhou, China.

The Ascott brand now includes over 80 properties with more than 17,400 units, either operational or in the pipeline, across 43 cities. Across all 14 brands, Ascott’s global portfolio exceeds 990 properties and 170,000 units in 230 cities.

Ascott Shenton Way Singapore will be the brand’s second property in Singapore’s CBD, offering 137 units, along with a lounge, meeting spaces, restaurant, café, gym, spa, swimming pool and garden terraces.

Other 2024 signings include properties in China’s Nanjing, Shenzhen, Suzhou, Wuhan, Wuxi, as well as Batam in Indonesia, and Nairobi in Africa. The brand concluded the year with the signing of Ascott Residences Batu Ferringhi Penang, its first branded residence, which is located along the coast between Tanjung Bungah and Batu Ferringhi in Penang, Malaysia. The development will feature 99 residential apartments and is scheduled for completion in 2028.

Ascott is also moving beyond serviced residences, with new typologies such as branded residences and hotels with MICE facilities.

Ascott CEO Kevin Goh said: “In the face of increasing economic uncertainty, Ascott’s flex-hybrid operating model is now reinforced with a multi-typology brand strategy. When strengthened by a multi-typology brand ecosystem, Ascott’s business model gains a unique competitive edge. This enables Ascott to respond dynamically to demand shifts not just by length of stay, but also by owner and guest profiles, and location offerings.

“For property owners, we offer flexible brand and typology combinations that optimise returns, supported by the strength and recognition of our portfolio for faster market traction. For guests, we deliver diverse accommodation options under the brands they know and trust, creating seamless and rewarding experiences.”

Under this strategy, Ascott is expanding its portfolio of branded residences and full-service hotels. New developments maintain the brand’s features such as interior design, curated lobby art and service by the Ascott Artisan. Programmes like Themed Suites and Ascott Soirée continue to be offered.

Ascott Villas Riyadh, opening in July 2025, will be Ascott’s first all-villa hotel in Saudi Arabia. Located near King Abdullah Financial Street, it will offer two- to four-bedroom villas, some with private pools, along with meeting rooms, a restaurant, gym, pool and tennis court.

Ascott Tay Ho Hanoi is set to open in 2026 with 618 rooms and apartments. It will include a convention centre with 14 event spaces, including a 2,000-person ballroom, plus a spa, gym, pool, yoga rooms and multiple dining options.

In March 2025, Ascott signed Ascott Ortigas Manila in the Philippines. Located in Metro Manila’s Ortigas business district, the renovated property will offer 232 units, 1,700m² of event space, a spa, gym, pool, lounge and dining outlets.

“Rather than creating separate brands for each market segment, we extend our well-established brands – including Ascott, Citadines, lyf, Oakwood, Somerset, The Crest Collection and The Unlimited Collection – across diverse accommodation types, ranging from limited select-service to luxury full-service operations… (offering) tailored global living solutions to address the diverse travel needs of our guests. By swiftly tailoring the brand presence and reallocating the service mix based on our multi-typology brand strategy, Ascott is honing our agility to meet the dynamic patterns in travel and guest behaviour,” shared Tan Bee Leng, chief commercial officer, Ascott.

Additionally, Ascott is launching a new edition of its annual Ascott Soirée programme, which brings art, culture and local collaborations into its properties. The initiative features live performances, visual art, fashion and food experiences, offering guests a cultural experience during their stay.

In Singapore, Ascott Orchard Singapore guests can attend a Mother’s Day concert by the Singapore Symphony Orchestra at the Botanic Gardens. In Tokyo, Ascott Marunouchi Tokyo is hosting an exhibition of Edo-period prints in collaboration with Tokyo Takahashi Kobo and the Traditional Woodblock Print Craftsmen’s Association. In Shenzhen, guests at Ascott Fengyishan can participate in tea-making workshops highlighting traditional techniques and culture.

Added Tan: “With the growing demand for experiential travel, today’s guests are looking for more than just a place to stay – they seek meaningful cultural connections. Through creative collaborations around the world, Ascott Soirée brings heartfelt, arts-inspired experiences that enrich every stay with authenticity and soul.”