If 2025 proved anything, it’s that The Ascott Limited is on a mission to reshape how we travel. The global hospitality leader signed a record 19,000 units across 102 properties, marking an impressive 27% year‑on‑year growth.
With more than 1,000 properties in operation and development and over 176,000 units worldwide, Ascott continues to shape the future of serviced apartments, extended‑stay living, and lifestyle‑driven hospitality.
And for frequent travellers and loyalty members, this kind of growth translates into one thing: more places to earn and redeem.
Travel as a Lifestyle: What Ascott Is Betting On
Chief Growth Officer Serena Lim underscored a shift many in the industry are seeing: travel is no longer just about vacations or business trips-it’s becoming a lifestyle. Guests want flexibility, choice, and the ability to live, work, and explore seamlessly.
Ascott’s response has been a deliberate expansion of its flexible living portfolio, supported by strong owner confidence. Notably, around 30% of new signings came from existing partners, a sign that Ascott’s model is resonating with property owners as much as with travellers.
Expanding Into New Cities Across Asia Pacific and Europe
One of the most exciting parts of Ascott’s 2025 story is its expansion into more than 10 new cities across Asia Pacific and Europe.
A few highlights:
- Wellington, New Zealand: Ascott is bringing its vibrant co‑living brand, lyf, to the capital. The upcoming 108‑room property will transform part of a CBD building into a social, community‑driven space for travelers and long‑stay guests.
- Taipei, Taiwan: The new Ascott Nangang Taipei will sit right in the heart of the city’s tech and business district, with direct access to the Nangang Exhibition Centre and major transport links. It’s set to open in early 2027.
These additions reflect a broader strategy: entering high‑potential cities and strengthening Ascott’s presence in key business and lifestyle hubs.
Resort Portfolio Growth in Asia and Europe
As previously reported, Ascott has been expanding its resort portfolio. Let’s face it, leisure travel is booming, and Ascott sees a growth opportunity. The company signed 15 new resort properties in 2025, expanding its resort portfolio to more than 50 locations.
Some standout additions include:
- HARRIS Resort Cam Ranh in Vietnam (693 units)
- A new lyf and Somerset in Spain’s Lagoon City Seville, complete with an 18,000‑square‑metre man‑made lagoon
- New resort signings in Phuket, Phu Quoc, Nha Trang, and Bali, strengthening Ascott’s presence in Asia’s top island destinations.
Ascott also grew its branded residences portfolio with over 1,000 new units in Phuket and Shenzhen—meeting rising demand for lifestyle‑oriented homes with hotel‑level services.
Brand Highlights
Each of Ascott’s brands had its own milestone year:
- The flagship Ascott brand added 10 new properties, including key developments in Johor Bahru and Singapore.
- Citadines passed 200 properties globally.
- Oakwood secured 16 new signings, reinforcing its appeal in extended‑stay and leisure markets.
- The Unlimited Collection expanded into Africa and Europe.
- The Crest Collection entered the Middle East.
Final Words
If you’re an Ascott Star Rewards member, 2025 wasn’t just a big year for the company – it was a big win for you too. New signings, new cities, and new brands add up to one thing. You will have more places to earn and redeem points, with more variety and better experiences along the way.
