The Ascott is making an expansion into key leisure hotspots. The focus on resort destinations comes as global leisure travel spend is expected to triple by 2040. In particular, within this growth, Ascott recognises the growing demand for experiential travel.
Among the new properties are beach destinations such as Patong Beach in Phuket and Jimbaran Beach in Bali.
In Vietnam, Ascott will also increase its presence with the Citadines Selavia Phu Quoc and Somerset Nha Trang. This is in addition to developments in destinations such as Cam Ranh and Sam Son.
Additionally, Ascott is entering Labuan Bajo, Indonesia — the gateway to Komodo National Park, a UNESCO World Heritage site.
In announcing the signings, Ms Serena Lim, Chief Growth Officer, Ascott, said
As leisure travel continues to outpace global tourism growth4, we are seeing strong momentum from property owners eager to grow with us in the resort space. Owners are drawn to our flex-hybrid model, which optimises returns and mitigates risk in dynamic leisure markets by serving both short and extended stays within a single operational framework. Complemented by our multi-typology brand strategy, we align the right brand and format to each resort setting, enabling differentiated, locally attuned guest experiences while staying responsive to evolving travel trends. Backed by a loyal and expanding member base seeking elevated leisure experiences, Ascott is well-positioned to deliver long-term value through exceptional resort stays, creating results for owners, delight for guests and impact across the markets we serve.
New Resort Locations
In all, there are 11 new signings across high-demand travel markets in Asia and the Middle East. This will bring the Ascott portfolio to about 50 properties in sought-after resort destinations globally.
Some of the highlights are the following:
Thailand
Phuket
The upcoming Ascott Abov Patong Phuket Resort marks Ascott’s debut in Phuket. Just 150 metres from the iconic Patong Beach, it features 254 rooms, comprehensive leisure facilities and event venues.
Vietnam
Phu Quoc
Located on Phu Quoc the upcoming 369-unit Citadines Selavia Phu Quoc is part of an integrated development. The property will provide guests with access to all-day dining, spa with onsen facilities, outdoor pool, fitness centre, meeting facilities and a future waterpark in the precinct.
Than Hoa
Lasong Hotel & Villas Sam Son by The Unlimited Collection in Thanh Hoa began operating in phases from April 2025. Offering an immersive stay along one of Vietnam’s most renowned beaches, the resort features boutique rooms, private villas, dining venues, a Korean jjimjilbang and event facilities including a grand ballroom.
Indonesia
Bali
The upcoming 57-unit all-villa Oakwood Jimbaran Villas and Residences Bali is an additional property in Ascott’s Bali portfolio. The hotel will provide direct access to Jimbaran Beach, known for its pristine coastline, world-class seafood
restaurants and breathtaking sunset views
In addition, Bali will see a 366-unit Oakwood Premier Berawa Beach Bali offering upscale beachfront living in the district of Canggu. Over in Sanur, there will be a 180-unit Oakwood Sanur Bali within the special Economic Zone.
Elsewhere in Indonesia, Ascott will bring the experience-led social living concept of Lyf to Labuan Bajo. lyf Labuan Bajo is a rising eco-tourism hub and gateway to UNESCO-listed Komodo National Park. Opening in 2027, the lyf’s signature communal spaces, coworking zones and curated local experiences to travellers.
South Korea
In South Korea, Ascott will introduce its Oakwood brand. This will see a 500-key property in Lagoon Town – a resort complex under development in Gangneung’s Cultural Olympic Special Zone. Overlooking both Gyeongpo Lake and Gyeongpo Beach, the property is being created to meet rising demand for leisure-led extended stays on Korea’s east coast.
United Arab Emirates
Meanwhile, in the UAE, Al Mahra Resort by The Crest Collection will open in 2027 on Marjan Island, Ras Al Khaimah. The resort will feature 539 uniquely designed rooms and luxury suites with a comprehensive selection of amenities including all-day dining, specialty restaurants, bars, a spa, swimming pool, gym, kids’ playroom, club lounge and flexible event spaces
Final Words
While The Ascott may have started out providing extended stays, more recently it has been rounding out its portfolio in strategic areas. Having identified the growing trend of experiential travel, it is actively pursuing opportunities in that segment. One such opportunity is growing its resort portfolio.
To tap into this market, Ascott is adapting it existing brand portfolio. In the case of these announcements, that includes the Citadines, Oakwood and The Crest Collection.
All of which is good news for Ascott Star Rewards members, bringing more choice in sought after locations. In time, it will allow Ascott to offer more lifestyle-rich experiences within the ASR program.
