A HOSPITALITY GAME-CHANGER

Embracing innovation, adapting to new guest needs, giving back to communities and pursuing strategic expansion is proving a winning formula for established international lodging owner-operator, The Ascott Limited

While 2020 proved overwhelmingly challenging for the global travel and hospitality industry, one brand stood out for its continued initiatives and sterling performance, receiving international acclaim for its effective and timely response to the pandemic and adapting to meet guest needs as a new normal emerged.

With properties in 190 cities in more than 30 countries globally, The Ascott Limited is a Singaporean company that has grown to become one of the leading international lodging owner-operators.

Regional General Manager for the Middle East, Africa, Turkey and India, Vincent Miccolis, says confidence to travel is of “unmeasurable significance, especially in these times”.

“People trust brands that can understand them, strive for them and promptly adapt to market conditions,” he says. “At Ascott, the safety of our guests and staff is of utmost importance. The pandemic brought with it the realisation of the ‘work-from-home’ trend as a measure of employee safety and security, bringing to perspective the altered needs of residents, guests, travellers and expats in general.”

As the leading serviced residence brand globally, Ascott upscaled its business model, which caters to short- and long-stay leisure and business guests.

Its sustainable, power-steering model focuses on the safety, security and convenience of its guests, staff and partners through lodging initiatives, contactless self-services, tele-services and more.

VINCENT MICCOLIS

Regional General Manager, Middle East, Africa, Turkey and India, The Ascott Limited

Commitment and care

In April last year, Ascott unveiled ‘Ascott Cares’ in response to the global fight against the pandemic. The programme complied with the World Health Organisation’s standards and local regulations, assuring guests and staff of its stringent cleanliness and hygiene standards, as well as safe distancing measures to ensure health and safety. In May, the brand announced plans to redesign Ascott’s serviced residences concept to capitalise on the work-from-home trend.

Furthermore, in July, Ascott reinforced its health and safety measures through a partnership with Bureau Veritas, which conducts independent audits and issues certification for the hygiene and safety standards of its properties worldwide.

Strategising its value offerings, Ascott launched the ‘Discover ASR’ mobile app in October 2020 for members of its loyalty programme, Ascott Star Rewards (ASR). The app, a resounding success, with 130,000 downloads since its inception, enables guests to manage their reservations, perform self-check-ins and check-outs, redeem e-vouchers, and more.

“People trust brands that can understand them, strive for them and promptly adapt to market conditions”

LEFT: Somerset Downtown Al Khobar, opening soon FAR LEFT: Ascott Sari Jeddah

ABOVE: Somerset Westview Nairobi, opening soon

“Residents of Ascott’s properties do not just return to a serviced space, they come home to familiar faces”

In June 2021, Ascott also announced a global partnership with leading health and security services company International SOS, becoming the first hospitality brand in the world to o er its guests global access to a comprehensive suite of telehealth, telecounselling and travel security advisory services.

The brand is providing these complimentary facilities as part of its enhanced ‘Ascott Cares’ commitment to improve the overall wellness and safety of its guests.

“Ascott continues to lead the serviced residences industry by ensuring guests feel safe and secure and further enhancing their experience at our properties.

The innovative partnership with International SOS will further improve our operational e iciencies, thus enabling us to serve our guests better as we strive to o er them the highest standards of hygiene and safety,” says Vincent.

Ascott is also committed to supporting global communities. Its properties in the Middle East, Africa, Turkey and India portfolio recently launched a ‘One Day for India’ donation drive, raising a INR 1.5 million (US$20,328) to support the country as it faces on-going pandemic-related challenges.

Part of this contribution was dedicated to procuring urgent medical supplies that were donated to King’s Institute, Chennai, with the remaining funds transferred to the Chief Minister’s Covid Relief Fund. Talent welfare and development is also a priority for Ascott, which is reflected in the brand’s renowned hospitality.

These include the ‘Serviced Residence Management Programme’ (SRMP), designed to create a pool of operationally ready sta to manage Ascott’s serviced residences as the group continues to enjoy unprecedented growth. The global programme has already been integrated at Ascott properties in the Middle East and Turkey, and will be aimed at training regional talents to higher positions within the group.

Unbridled ambition

In the Middle East, Africa, Turkey and India, Ascott boasts 13 operational properties. These include Ascott Park Place Dubai and Citadines Metro Central Dubai (Franchise property) in the United Arab Emirates; Somerset Panorama Muscat in Oman; Somerset Al Fateh in Bahrain; and Somerset Maslak Istanbul in Turkey. In the Kingdom of Saudi Arabia, Ascott’s impressive portfolio comprises Ascott Rafal Olaya Riyadh, Ascott Sari Jeddah, Ascott Tahlia Jeddah, Ascott Corniche Al Khobar, Citadines Al Salamah Jeddah and Spectrums Residence Jeddah. In India, Ascott currently operates two properties – Somerset Greenways Chennai and Citadines OMR Chennai in Tamil Nadu.

Five minutes with…

VINCENT MICCOLIS 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.

Ascott Park Place Dubai Somerset Maslak Istanbul

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 o erings.

How have you adapted your o ering 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, o ering 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 o er guests their own privacy. Moreover, post-COVID, Ascott has undertaken lodging initiatives to ensure its apartments are ‘work-fromhome’ friendly. Our properties o er an array of business and leisure amenities, making them the perfect choice for business travellers who enjoy a wellbalanced lifestyle.

Ascott’s resilient business model also attracts franchise partnerships. With a proven track record, operating the franchise model worldwide for more than 30 years, Ascott’s global portfolio currently comprises of over 260 properties under franchise agreements. In the Middle East, there are currently two properties under Ascott’s franchise model, the operating ‘Citadines Metro Central Dubai’ and the upcoming ‘Somerset Al Mansoura Doha’ slated to open in Q4, 2021.

On the growth front, Ascott has achieved resounding success, revealing dynamic regional expansion plans, with the planned addition of 1,856 units across elegantly designed and luxurious serviced residences by the end of 2022. In the Middle East, these upcoming properties include Citadines Culture Village Dubai in the United Arab Emirates; Citadines Al Ghubrah Muscat in Oman; Somerset Al Mansoura Doha and Somerset West Bay Doha in Qatar (re-opening property); and Somerset City Centre Atyrau in Kazakhstan. Ascott’s has an impressive expansion pipeline in Saudi Arabia with Somerset Downtown Al Khobar, the luxurious Ascott Villas Riyadh and Citadines Abha. In Africa, Ascott will launch Somerset Westview Nairobi and Somerset Rosslyn Nairobi in Kenya and Citadines Racine Casablanca in Morocco in 2022. The group’s tenacious growth pipeline puts it on track to achieve its regional target of adding extra 6,000 units to its Middle East, Africa and Turkey (MEAT) portfolio, to reach a

“Ascott has undertaken lodging initiatives to ensure its apartments are work-from-home friendly”

total of 10,000 units by 2025. Ascott has received several accolades and recognition from prominent award platforms. These include being recently crowned ‘Best Serviced Apartments Brand in the Middle East 2021’ by the renowned Business Traveller Awards for the sixth year running.

Globally, the brand is also a recipient of the honourable World Travel Awards for its properties around the world, including those in the Middle East and Turkey. Ascott has been named the ‘Middle East’s Leading Serviced Apartment Brand’ for five consecutive years, with its properties in Riyadh, Dubai, Istanbul and Jeddah all recognised in this country-based category.

FROM LEFT: Citadines Culture Village Dubai; Ascott Corniche Al Khobar

ABOUT THE ASCOTT LIMITED

The Ascott Limited (Ascott) is a Singapore company that has grown to be one of the leading international lodging owner-operators. Ascott’s portfolio spans more than 190 cities across 30-plus countries in Asia Pacific, Central Asia, Europe, the Middle East, Africa and the USA. Ascott operates more than 71,000 units, with 51,000 more under development, taking the total to around 121,000 units in more than 770 properties. The company’s portfolio of serviced apartment, co-living and hotel brands include Ascott The Residence, The Crest Collection, Somerset, Quest, Citadines, lyf, Préférence, Vertu, Harris, Citadines Connect, Fox, Yello, Fox Lite and POP!. Ascott’s loyalty programme, Ascott Star Rewards, o ers exclusive benefits to its members when they book directly with Ascott for stays at its participating properties.