Home Destination spotlights in Nigeria News Ascott Announce New Flex-Hybrid Concept – Hotel Magazine

Ascott Announce New Flex-Hybrid Concept – Hotel Magazine

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Ascott Announce New Flex-Hybrid Concept – Hotel Magazine


Ascott Limited has announced it will refresh its namesake brand, Ascott, with a new flex-hybrid accommodation concept, which has been proven to be resilient throughout the post-pandemic period. The new hotel-in-residence model includes a new level of adaptability and has opened further opportunities for custom lengths of stay, room occupancy, services, and hotel amenities.

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. Enhancing the experience with a wider range of hospitality services further uplifts what would be a traditional stay in a serviced residence. Similarly, Ascott’s portfolio of hotels will also have the flexibility to offer extended stays if required.

Chief Executive Officer for Ascott and CLI Lodging, Kevin Goh, said that operating on a “flex-hybrid” model helps Ascott stay agile and adaptive in volatile business cycles.

“By being responsive to shifts in demand, Ascott can quickly pivot its operations to suit the needs of the market and optimise occupancy to drive revenue growth. The model also mitigates the risks associated with over-reliance on a single market segment. When one segment experiences a downturn, the business can focus on other segments that are performing better. This adaptability ensures a more stable income stream and reduces vulnerability to economic volatility,” said Goh.

There has been demand from guests staying at Ascott hotels during the post-pandemic period to seek more catered accommodation. Third-party property owners and developers have also responded by contributing to the momentum of management contract signings.

The hotel-in-residence model enhanced the efficiency of Ascott’s portfolio and has adapted to market shifts, intensifying asset utilisation, diversifying revenue streams, improving guest satisfaction and optimising operational costs. The agility has enabled Ascott to generate higher returns for both owners and investors.

Ascott’s Managing Director for Brand and Marketing, Tan Bee Leng, said that the way guests use serviced residences has become much more varied.

“Ascott was traditionally thought of as an accommodation provider specifically geared towards business travellers working on long-term projects or perhaps relocating. As travel preferences evolve, our apartments have now become a lodging option even for those staying for a few days,” said Bee Leng.

Since launching the brand in 1984, Ascott has been on an active search for the best-fitting concept for both guests and owners.

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