THE ASCOTT LIMITED UNVEILS CITADINES BRAND REFRESH TO PREPARE FOR NEXT PHASE OF ACCELERATED GROWTH FOR ITS ‘APARTHOTEL’ BRAND
CapitaLand Investment Limited’s (CLI) wholly owned lodging business unit, The Ascott Limited (Ascott), unveils the refresh of its fastest growing brand, Citadines, with 80 properties under development across 56 cities. Ascott acquired the Citadines chain in Europe in 2004. It has since tripled its portfolio with 104 properties in operation.
Every city is unique. Citadines, which means “city dwellers” in French, strikes a chord with travelers who seek quality city living. With the tagline “For the Love of Cities,” Citadines offers travelers the comfort of a serviced residence and the flexibility of a hotel. The refreshed brand is anchored upon the commitment to provide guests with the best of city living while inspiring them to live, work and play in infinite ways. With a sharpened brand purpose, guests can still look forward to the reliability that comes with the familiarity of the Citadines hospitality, while at the same time collect enjoyable memories of their stays as they immerse themselves in the different personalities of each and every city where Citadines is present. The refreshed Citadines brand seeks to consistently curate unique experiences and service offerings that best meet the needs of its guests.
Tan Bee Leng, Ascott’s managing director for brand and marketing, said: “Citadines is an important brand in Ascott’s portfolio and we look to aggressively expand its footprint in key cities around the world. We have always believed in the market potential of ‘aparthotel’ living. Supported by its design versatility, favorable guest demographics and resilient market fundamentals, the growth of the brand has been exponential. Over the past few years, the serviced apartment business has transformed. We have likewise pivoted our offerings towards a hybrid model that would not only allow us to offer the option of both hotel rooms and serviced residences, but also a robust program that better caters to the lifestyle needs of our guests.
With the buoyant growth in both corporate and leisure travel across key markets, we are excited to bolster our expansion plans for Citadines. Especially as travel resumes, it is timely for us to embark on a brand refresh for this fastest growing brand. With the trajectory we’re seeing, we are confident to continue growing Citadines, which has one of the most extensive global footprints among ‘aparthotel’ brands, to deliver value for both our guests and owners.”
Presenting Citadines’ brand signatures
As part of the refreshed brand and its ambition to promote a well-balanced lifestyle, “activ ,” will be a key brand signature across all Citadines properties. A curation of amenities and programs to jumpstart city living, “activ ,” will ensure guests can live, work and play seamlessly within the property and around the city. This includes resident events that are specially designed to activate the infinite possibilities of city living, fitness amenities and programs that encourage an active lifestyle.
Another signature program is “For the Love of Coffee,” a collaboration with local communities to deliver unique coffee-related Citadines experiences to guests, wherever they are in the world. Through the universal language of coffee, Citadines aims to bring guests together, enabling a truly shared, immersive experience in every city.
The Ascott Limited properties in the Philippines are The Ascott Makati, The Ascott Bonifacio Global City (BGC), and under its Citadines brand are Citadines Bay City Manila, Citadines Millennium Ortigas Manila, Citadines Salcedo Makati, Citadines Cebu City and Citadines Amigo Iloilo.