The Ascott Limited (Ascott) continues to expand its business throughout Indonesia by signing eleven new contracts over the last five months and welcoming the the lyf (pronounced “life”) brand in Indonesia. The company will also enter new cities to open its properties, including Gorontalo, Cilegon, and Ketapang.
Ascott has recently announced that the eleven new properties are secured under management contracts and will open in phases from 2024 to 2027 and will be operated under Ascott lodging brands; Citadines, lyf, Oakwood, Somerset, Fox, Harris, and Yello with more than 1600 units under development, bringing with it a brand alignment that embodies a sustainable lifestyle concept.
The eleven new properties are Oakwood Hotel & Apartments Grand Batam, Fox Hotel Gorontalo, Somerset Harbour Bay Batam, Citadines Connect West Surabaya, Oakwood Echo Beach Bali, lyf Echo Beach Bali, Harris Hotel Cilegon, Yello Hotel Pontianak, Yello Hotel Ketapang, Fox Lite Hotel Serpong, and Oakwood Fatmawati Jakarta.
The signing of lyf Echo Beach Bali introduces the first lyf brand in Indonesia which is a new co-living concept designed for next-generation travellers. lyf is a hospitality concept that provides co-living spaces for digital nomads, technopreneurs, creatives and self-starters to “live your freedom” in a dynamic environment. The apartments, social spaces, and experiential programmes at lyf properties are designed for guests to forge connections and to nurture a strong sense of community. To date, lyf is already present at 21 properties in 10 countries including Australia, Malaysia, and Singapore.
“Ascott has become one of the most well-known international owners and operators of serviced apartments and hotels in Indonesia, and we believe by signing these new contracts it will strengthen our position as a global leader in a hospitality industry. Ascott’s suite of award-winning hospitality brands and products has the flexibility to cater to both long- and short-stay customers across different market segments.” said Charles Lee Abbott, Ascott’s Regional General Manager for Indonesia, Thailand, Malaysia, and Philippines
He also added, “As lyf’s property introduction to Indonesia, this brand comes with the concept of modern coliving to meet the growing demand for one-of-a-kind experiential stays and for the guests with a thirst for authenticity. With various types of lodging products that we present widely in Indonesia, we offer the perfect accommodation from economy to upscale hotels and serviced residences for our discerning guests,”
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