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As the sun rose over the skyline of Singapore, a new chapter in the annals of global hospitality was written by The Ascott Limited (Ascott), a luminary in the sphere of serviced residences. Celebrating four decades of pioneering excellence, Ascott, a subsidiary of CapitaLand Investment (CLI), unveiled ‘Ascott Unlimited’—a beacon of limitless possibilities in hospitality. This year-long campaign is a celebration and a bold stride into the future, marking Ascott’s legacy and vision in a world of change.

In the illustrious setting of the Asian Hotel Industry Conference & Exhibition (AHICE) 2024’s Southeast Asia debut, Ascott’s initiative was introduced, heralding an era of “Unlimited Opportunities, Choices, Freedom, and Good.” This isn’t merely a campaign; it’s Ascott’s commitment to redefine the essence of global travel and accommodation. From its inception in 1984 with The Ascott Singapore, the company has been at the forefront of innovation, evolving from pioneering the Asia Pacific’s first serviced residence to becoming a vertically integrated lodging operator with approximately 950 properties across over 220 cities.

Ascott and CLI Lodging’s CEO Kevin Goh eloquently shared, “Our journey has been one of relentless pursuit of excellence, of building lasting relationships with our guests, partners, and associates. As we look to the future, ‘Ascott Unlimited’ is our pledge to continue pushing boundaries, offering enhanced value, and delivering unparalleled experiences.”

Ascott’s narrative is one of transformation and growth, underscored by a record year in 2023 with S$331 million in fee earnings and the operational launch of nearly 9,600 units. This remarkable growth trajectory is powered by Ascott’s innovative flex-hybrid “hotel-in-residence” model, catering to the dynamic needs of both the extended stay sector and the transient leisure market.

‘Ascott Unlimited’ is guided by four pillars—Unlimited Opportunities, Choices, Freedom, and Good. Each pillar is a testament to Ascott’s commitment to growth, diversity, flexibility, and responsibility. With an expanding global footprint, Ascott is not just offering a place to stay; it’s providing a gateway to new experiences, cultures, and memories. Tan Bee Leng, Ascott’s Chief Commercial Officer, remarked, “Our 40th anniversary is not just a milestone; it’s an opportunity to reflect on our journey and envision a future where Ascott remains at the forefront of serviced living.”

The launch of ‘Ascott Unlimited’ coincides with an array of initiatives designed to enhance guest experiences. From complimentary night stays to unique brand experiences, Ascott is setting a new standard in hospitality. The campaign also celebrates the fifth anniversary of the Ascott Star Rewards (ASR) program, offering instant status upgrades and additional rewards, further enriching the Ascott experience.

Ascott’s vision for a future of unlimited possibilities is not just about expansion and innovation; it’s about making a meaningful difference in the lives of travellers and communities worldwide. As Ascott steps into its next chapter, ‘Ascott Unlimited’ symbolizes a journey beyond limits, where every stay is an opportunity to discover, engage, and be inspired.

As we navigate this ever-changing world, Ascott invites travellers to join in its celebration of 40 years of hospitality excellence. With ‘Ascott Unlimited,’ the journey is just beginning.