The Ascott Limited Revamps The Citadines Brand To Accelerate Growth For Its Aparthotel Brand

CapitaLand Investment Limited’s wholly owned lodging business unit, The Ascott Limited (Ascott), unveils the refresh of its fastest growing brand, Citadines. Ascott acquired the Citadines chain in Europe in 2004 and has since tripled its portfolio with 104 properties in operation. The renowned brand has launched a dynamic range of signature programmes, tailored to create unique guest experiences during their stay at Citadines properties in the region.

Citadines, which means ‘city dwellers’ in French, strikes a chord with travellers who seek a quality city-living lifestyle. As part of the For the Love of Cities theme, Citadines offers travellers the flexibility of serviced residences with the ultimate comforts of a hotel. The refreshed brand is committed to provide guests with the best city living experiences while inspiring them to live, work and play in infinite ways.

With a sharpened purpose, guests can still look forward to the reliability coupled with world class hospitality standards of Citadines. Resident and visitors can create lasting memories of their stays, as they immerse themselves in the different personalities of each and every city where Citadines is present.

Vincent Miccolis, Ascott’s Managing Director, Middle East, Africa, Turkey and India, commented on the announcement: “The Citadines brand has proved tremendously popular in the region and the revamp showcases our commitment to providing the highest quality in lodging options across the Middle East. As guests travel, live and discover with Ascott, we are excited to offer them a versatile range of properties to cater to all their hospitality needs, whether for business or leisure travel.”

As part of the Citadines refresher to promote a balanced lifestyle, Activ∞, will be a key brand signature across all operating properties in the region. Activ∞ ensures guests can live, work and play seamlessly within the property and around the city. These include specially curated residents’ events to activate the infinite possibilities of city living, fitness amenities and programmes that encourage a vibrant lifestyle.

As part of the For the Love of Coffee programme, Citadines has partnered with local communities to deliver unique coffee experiences to guests, wherever they are in the world. At Citadines Culture Village Dubai in the United Arab Emirates (UAE), staff catch-ups are made delightfully pleasant with breakfast spreads over a delicious cup of coffee, while guests are treated to complimentary coffee upon check-in. Citadines properties around the world will also be launching a series of coffee activation activities over the month of October 2022, in support of #CitadinesLovesCoffee.

The Café Check-in experience at Citadines Metro Central Dubai in the UAE, offers guests a friendly reception with a relaxing café as they step into the lobby. At Citadines Al Salamah Jeddah in the Kingdom of Saudi Arabia (KSA), the social lounge has been revamped into a coffee bar, where guests can interact and chat over a refreshing brew of java.

Convertible Features enable the transformation of rooms and property spaces catered to the daily work-life guest requirements. At Citadines Al Ghubrah Muscat in the Sultanate of Oman, guests seeking to prepare their delicious meals or host intimate gatherings may take advantage of the residents’ kitchen. An innovative coworking space at the lobby is fitted with varying seating arrangements including communal tables as well as barstools at high tables to accommodate different working styles.

The Citadines associates, Citazens, will offer unique barista experiences, in addition to providing guests with the best hacks to navigate city living. This programme has since been successfully rolled-out at Citadines Abha in KSA, and will further expand across Citadines properties in the region.

With 80 properties under development across 56 cities, Ascott will bolster the revamp across upcoming properties including Citadines Al Aziziyah Al Khobar in KSA, Citadines Racine Casablanca and Citadines Connect Belvedere Casablanca in Morocco, Citadines Maslak Istanbul, Citadines Neba Garden Istanbul, and the beautiful Citadines Lara Antalya in Turkiye. In addition, guests will be treated to Citadines Purplelekki Lagos, Citadines Bole Addis Ababa and Citadines City Centre Yaounde.

The brand also has a growing portfolio in India. This includes the operational Citadines OMR Chennai that celebrates the International Coffee Week with much fervour, inviting popular Baristas to offer and introduce local and international flavours, alongside organizing a collection of activities during the whole week. Citadines will also open its doors to vibrant travellers in the country at Citadines Paras Square Gurugram and Citadines Arpora Goa in the near future.

Citadines film ‘For The Love of Cities’, creatively illustrates operating city’s unique attractions, sounds and experiences. Citadines brand is committed to deliver the best of city living, with every service offering catered to satisfy guests. Guests will also be treated to a unique experiential video of the creative film on TikTok across Australia, France, Indonesia, Japan, Philippines, Singapore, the United Arab Emirates and Vietnam on 27th September 2022.