Business Traveller (Middle East)
Five minutes with…
Regional General Manager, Middle East, Africa, Turkey and India, The Ascott Limited
What makes Ascott unique as a brand and a hospitality proposition?
At Ascott, our major focus remains the longstay segment, but our sustainable business model perfectly caters to leisure and corporate guests too. Our properties feature luxurious global amenities that appeal to vacationers and staycationers all-yearround. The location of our properties is a selling point too, providing opportunities to tap into new source markets for business in the corporate and leisure segments. Ascott’s strong customer-centric approach and focus in providing our guests with a truly unique and memorable experience sets us apart from the competition. Residents of Ascott’s properties do not just return to a serviced space, they come home to familiar faces, welcoming surroundings, and the assurance that their needs will be taken care of.
Why is the Middle East an important market for the company?
As the largest owner-operator of serviced residences in the world, Ascott is currently present on every continent to service our guests wherever they travel to and stay. Given the strategic location of the Middle East, between the east and west, the region has always been of extreme importance to us because of the large number of expatriates, its growing economies and the corporate travel it attracts. We have been servicing this demand in the region for more than 15 years now and will continue to expand our operations in cities where our presence is already strong, and to pursue new destinations.
What is your strategic vision for regional market expansion?
In the Middle East, Saudi Arabia and the UAE will be the development focal point for the foreseeable future. Our aim over the next four years is to double our current portfolio by entering new cities in these two markets. We are also in discussions with like-minded partners and investors to expand our operations into Kuwait, Egypt and Jordan where we identify a strong emerging demand for our serviced residences brands.
The serviced apartment accommodation market is relatively untapped in the Middle East; what opportunities are there to capitalise on this?
At Ascott we have determined the need for internationally branded serviced residences in the Middle East as a result of mega ongoing projects and the presence of multinational corporate companies.
With our strong growth track record in the region and successful operating properties in Saudi Arabia, the UAE, Qatar, Oman and Bahrain, we continue to be solicited by more owners in the Middle East for partnerships to develop new hotel apartment projects, or to operate their existing properties.
How has the pandemic generated new travel trends and created demand for your properties?
The global travel sector remains impeded by various travel restrictions with hospitality brands consequently relying on local demand. Ascott leads the industry in the long-stay serviced accommodation segment and the onset of COVID-19 strengthened demand from the corporate market and local residents. Parallelly, the increase in demand for local holidays/staycations has worked in our favour, thanks to our ‘home and hotel’ service offerings.
How have you adapted your offering to meet new trends and demands?
On a regional level, Ascott has developed staycation packages to entice local markets. We are currently running a promotion to promote local escapes, offering our guests a discount of up to 25 per cent at all operational properties in the Middle East and Turkey.
Why do business travellers choose your brand and properties?
As serviced residences, Ascott brands/ properties boast the comforts of living in a home, due to their ‘ furnished apartment’ look and feel. From separate living and dining areas to fully functional kitchenettes, our apartments offer guests their own privacy. Moreover, post-COVID, Ascott has undertaken lodging initiatives to ensure its apartments are ‘work-fromhome’ friendly. Our properties offer an array of business and leisure amenities, making them the perfect choice for business travellers who enjoy a wellbalanced lifestyle.