Ascott unveils flex–hybrid concept to drive new travel preferences

Thursday, August 3, 2023

The Ascott Limited (Ascott), a lodging business unit wholly owned by Capital and Investment (CLI), today announced the refresh of its flagship namesake brand, Ascott.

This brand refresh showcases its flex–hybrid accommodation concept that has proven resilient through and post–pandemic and has increasingly come to the forefront as the preferred model in the lodging industry.

Flexing through product and room mix, and adoption of new room models, facilities, amenities, and features, the hotel – in residence model enables agility to pivot as demand shifts across different market segments and geographies, presenting a value proposition that is unique to Ascott.

Ms. Tan Bee Leng, Ascott’s Managing Director for Brand & Marketing stated that by targetting affluent travellers and C-suites with high–end lifestyles and an appreciation of the finer things in life, our properties under the Ascott brand highlight the essence of fine living and celebrate its passion for fine arts.    

While the brand continues to be deeply rooted in its serviced residence heritage, the brand refresh will augment Ascott’s flex–hybrid strategy with room options ranging from studio apartments, and penthouse suits to connecting and dual–key units.

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