Serviced apartments operator Citadines has been given a brand “refresh” as it prepares for its next phase of major expansion.
Owner The Ascott Limited said that Citadines has already been its fastest growing brand with more than 100 properties now in operation, including its latest opening Citadines Islington in London. Another 80 locations in 56 cities are currently under development.
A key element of Citadines’ refreshed brand will be offering “curated” unique experiences and services to guests that showcase “the best” of city living.
There will also be a focus on “well balanced” lifestyles with properties promoting events and programmes to encourage residents to be more active during their stays.
Another signature programme, “For the Love of Coffee”, will offer coffee-related experiences for guests among local communities, with Citadines’ staff also being trained as baristas.
Tan Bee Leng, Ascott’s managing director for brand and marketing, said: “Citadines is an important brand in Ascott’s portfolio and we look to aggressively expand its footprint in key cities around the world.
“Over the past few years, the serviced apartment business has transformed. We have likewise pivoted our offerings towards a hybrid model that would not only allow us to offer the option of both hotel rooms and serviced residences, but also a robust programme that better caters to the lifestyle needs of our guests.
“With the buoyant growth in both corporate and leisure travel across key markets, we are excited to bolster our expansion plans for Citadines.”
Following the launch of the updated Citadines brand, the new initiatives for guests will be fully rolled out across its properties by 2025.