Ascott, a wholly owned subsidiary of CapitalLand Investment Limited (CLI), unveils the refresh of its fastest growing brand, Citadines, with 80 properties under progress across 56 cities. In 2004, Ascott acquired the Citadines chain in Europe. Ever since it has quadrupled its portfolio including 104 properties in operation, incorporating its most recent flagship property, Citadines Raffles Place Singapore, ideally located in the core of the central business district.
Citadines, which represents ‘city dwellers’ in French, strikes a harmony with travellers seeking quality city dwelling. With the tagline ‘For the Love of Cities’, the group offers travellers the reassurance of a serviced abode and the suppleness of a hotel. The rejuvenated brand is affixed upon the commitment to offer guests with the finest of city living while inspiring them to live, work and play in myriad aspects. The rejuvenated Citadines brand seeks to curate distinctive experiences and service offerings that best meet the requirements of its guests.
Ms Tan Bee Leng, Ascott’s Managing Director for Brand & Marketing, said that Citadines is a significant brand in Ascott’s portfolio, the company seeks to expand its footprint in key cities across the globe and the market potential of aparthotel living. The growth of the brand has been exponential strengthened by its favourable guest demographics, its design versatility and resilient market essentials, . In the last few years, the serviced apartment industry has altered.
Leng added with the buoyant growth in both leisure travel and corporate across key markets, the team is excited to strengthen their expansion plans for the fastest growing brand. Notably as travel resumes, it is time for them to go aboard on a brand refresh for its quickest growing brand. With the trajectory the company is seeing and is confident to continue growing Citadines, which has one of the most widespread comprehensive traces amongst aparthotel brands, to provide value for both their owners and guests.
Introducing Citadines’ brand signatures
As part of the refreshed brand and its determination to promote a well-thought-out lifestyle activ∞ would be a key brand signature across all Citadines properties. A categorisation of amenities and curricula to spur city living, activ∞ will ensure guests can reside seamlessly within the property and around the city. This involves resident events that are particularly designed to activate the infinite prospects of city living, fitness amenities and curricula that promote an active lifestyle.
Another signature programme is ‘For the love of coffee’, a partnership with local communities to provide distinctive coffee related Citadines experiences to guests, anywhere in the world. All through the universal language of coffee, the group intends to bring in guests together, facilitating a genuinely shared, immersive experience in every city.
For the Love of Coffee will be a strategic element in brand’s properties around the world. For instance, Citadines Grand Central Sri Racha in Thailand unveiled an all-encompassing line-up of events during International Coffee Week previous year, in collaboration with Italian coffee corporation, illy, through a series of staff engagement presentations, workshops and complimentary coffee for guests. Citadines properties will be opening a series of coffee activation activities across the globe throughout the month of October this year, in support of #CitadinesLovesCoffee.
Convertible elements are also another brand signature that lets intended for the transformation of property spaces and rooms to suit the everyday work and lifestyle needs of guests. At Citadines Raffles Place Singapore, guests seeking to host a private meeting or prepare their meals in a more social atmosphere may take in advantage of the residents’ kitchen, a private dining space which expands for both conferences and informal dining events. A shared workspace at the lobby is equipped with differing seating arrangements involving shared tables as well as barstools at elevated tables to certify that various working styles are met.
Citadines partners, prominently known as ‘Citazens’, will endure barista training and two-fold as baristas, in addition to offering guests with the most excellent hacks to traverse city living. This programme has ever since been effectively rolled-out at Citadines Sudirman Jakarta and would be further extended to other Citadines properties.
With the unveiling of the refreshed Citadines brand, guests can anticipate experiencing the full suite of major brand signatures as properties increasingly roll out all initiatives throughout regions encompassing the Europe, Americas, Asia Pacific and the Middle East by 2025.
A brand film titled ‘For the love of cities’, will be launched on several digital and social networks as part of the Citadines brand refresh. The film demonstrates how each city presents its specific distinctive sights, sounds and experiences. It features the group’s commitment to provide on the best of city living, with the offering catered to assure its guests in infinite aspects. A regional TikTok campaign will commence on 27 September 2022 throughout eight markets: France, Australia, Japan, Indonesia, Singapore, Philippines, the United Arab Emirates and Vietnam.
