The Ascott Limited (Ascott) is a Singapore-based luxury lodging brand operator whose parent company is CapitaLand Investment (CLI), a leading real estate group. It is a global leader in the serviced residences (luxury furnished apartments for extended stays) segment and is internationally recognized for its exceptional service and luxury, including being named the "World's Best Serviced Apartment Brand" at the 2024 World Travel Awards. Today, Ascott has grown to operate approximately 14 brands, with more than 990 buildings and 170,000 accommodation units in approximately 230 cities worldwide. Ascott is a global company that offers a variety of lodging formats, from its mainstay serviced residences to hotels and co-living facilities, and has adopted a flexible operating model ("flex-hybrid" model) to meet the various needs of its guests.
Services and Brands Offered
Ascott is known for operating serviced residences for extended-stay guests. Serviced residences are spacious apartment-type rooms with fully equipped kitchens and furniture, and hotel-like services (e.g., housekeeping, concierge, front desk reception) and facilities (e.g., gym, pool, lounge). The "hotel-in-residence" model adopted by Ascott allows for flexibility from short-term trips to long-term stays of several months to several years, meeting the needs of a wide range of guests, from single workers to families. Daily chores during the stay are handled in detail by the staff, allowing guests to focus on work or travel.
Ascott offers several brands to meet your lodging needs, the most representative of which are as follows
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Ascott The Residence - Ascott's flagship brand, Ascott The Residence is the premier luxury serviced residence located in prime locations in major cities around the world. Featuring discreet and attentive service (discreet handling), and spaces with refined décor and artwork, it offers an "elegant and private stay" where traveling executives can focus on work and rest in complete peace of mind.
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Somerset Serviced Residence - a brand of quality serviced residences for business executives' families and long-term residents. Also located in safe, quiet, and exclusive residential areas in each city, the residences are characterized by modern and comfortable facilities and service presentation that reflects the local culture and lifestyle. With spacious family-friendly floor plans (multi-bedroom suites and fully equipped kitchens) and community spaces, it offers a "home away from home" away from the hustle and bustle of the city.
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Citadines Apart'hotel - Citadines is an urban aparthotel brand that offers flexible services for independent travelers and young business people. Located in city centers around the world, they feature stylish and functional rooms and services that can be selected as needed (e.g., breakfast and cleaning services can be self-selected). The hotel's appeal is its "flexibility to customize your stay" in the midst of busy city life, offering a casual luxury experience that combines convenience and comfort.
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Oakwood - Oakwood, originally a luxury serviced apartment brand from the U.S., was acquired by Ascott in 2022 to join its portfolio. The acquisition further strengthens Ascott's global reach and brand diversity, including North America.
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The Crest Collection - The Crest Collection is Ascott's collection brand of exclusive luxury residences. The properties are carefully selected for their historic architecture and unique concepts, offering a stay experience that blends contemporary comfort with classic elegance. For example, La Clef Champs-Élysées in Paris, a property converted from a 1907 mansion built by the Hennessy family, is recognized as a one-of-a-kind accommodation that combines tradition and modern hospitality.
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lyf - "lyf" is Ascott's co-living brand for young travelers and digital nomads. The interiors are stylish and designed to look good on social networking sites, and the brand offers a new style of stay that emphasizes community building through shared lounges and social events in the kitchen. Although not exclusively for high-net-worth individuals, the brand is included in Ascott's brand portfolio as a progressive initiative to meet the needs of the next generation of travelers.
International Expansion
Ascott currently operates in more than 30 countries around the world, primarily in Asia and Europe, but also in the Middle East, Africa, and North America. In particular, Ascott has numerous locations in Singapore, China, France, and the United Kingdom, as well as in the Japanese market, including Tokyo (Ascott Marunouchi and Citadines Shinjuku). In major cities around the world, Ascott's properties are located in prime business and tourist destinations, ensuring that affluent travelers can enjoy Ascott's high quality of service wherever they are in the world. Ascott continues its aggressive expansion strategy into the 2020s, further strengthening the brand's international presence by entering emerging markets and expanding in resort destinations.
Strengths in Services for Affluent Guests
The following are some of the features that affluent guests expect from Ascott
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Privacy and tranquility: Ascott's serviced residences have fewer rooms and more spacious living areas than most large hotels, which allows for greater privacy during your stay. With 24-hour security and a concierge, Ascott's serviced residences are ideal for the affluent who value safety and security.
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Luxurious interiors and facilities: In keeping with the luxury lines of each brand, the interior design and facilities have been carefully selected. The Ascott brand offers "understated, sophisticated luxury" with timeless interiors featuring artwork and themed suites. The hotel's high-end furniture and furnishings, as well as quality linens and bath amenities, provide the comfort of a home away from home and the extraordinary experience of a first-class hotel, even for extended stays.
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Excellent location and views: Ascott properties are conveniently located in the heart of the cities and in upscale residential neighborhoods. While being close to financial and commercial centers and convenient for business, Ascott properties are often located in quiet blocks away from the hustle and bustle of the city, offering both peace and convenience. In Tokyo, for example, properties are located on the upper floors of the Otemachi and Marunouchi areas, offering panoramic views of the city center (Ascott Marunouchi Tokyo). Such locations are preferred by wealthy people due to reduced travel time and security.
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Long-term stay accommodations: Serviced residences are fully furnished apartments designed to be a "second home" where residents can live comfortably for extended periods of time. Equipped with full kitchens, washer/dryers, and spacious living and dining areas, they offer the convenience of continuing your daily life in the area. Ascott has always been strong in accommodating long-term business travelers and expatriates, and its staff provides excellent support for daily living (regular cleaning and various arrangement services). The combination of hotel-like services and residential comforts makes Ascott an ideal choice for long term travel by high net worth individuals, whether for a few weeks or a few years.
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Personalized service: Ascott's strength lies in its flexible and personalized service that responds to the diverse requests of its affluent guests. The brand's unique concierge provides personalized attention to every detail, from restaurant reservations to airport transfers and business support, as well as personalized attention for extended-stay guests. The Ascott brand places particular emphasis on "unparalleled personalized service," and the ability to respond promptly to even the smallest requests during a stay is a key factor in customer satisfaction.
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Membership Programs and Returning Guest Benefits: Ascott has a global loyalty program, Ascott Star Rewards (ASR), which offers a variety of benefits to its affluent and loyal guests, ASR members receive preferential rates at participating properties worldwide and earn points for each stay that can be applied toward their next free night. As your membership status increases, you will enjoy even greater VIP benefits, such as room upgrades, late check-out, airport transfers, and complimentary breakfast. For corporate clients, The Link Club is an exclusive program that rewards travel arrangers to reward loyalty among corporate clients.
As mentioned above, The Ascott Limited offers the privacy, luxury, and convenience that high-net-worth individuals demand, thanks to its experience as a pioneer in the serviced residence industry and its global network. Based on official information and reliable industry evaluations, it is clear that the brand's strength and attentive hospitality have earned it a strong following among wealthy international clients.
