Insider Spotlight
The debut underscores the upper-midscale brand’s explosive growth following its 2022 rebrand, which has propelled Citadines past 205 properties and 35,000 units worldwide. More than 60 percent of those are already operational.
Growth after the rebrand
Since the brand refresh three years ago, Ascott has signed over 50 new Citadines projects totaling 8,000 units, with a quarter achieved through rapid conversions.
The expansion pushed Citadines into 18 new cities ranging from Liverpool and Hobart to Surabaya and Phu Quoc.
Chief growth officer Serena Lim credits Citadines’ “flex-hybrid model” for appealing to owners seeking speed and efficiency.
Tan Bee Leng, chief commercial officer of Ascott, said: "Citadines is now Ascott's largest brand and one of our fastest-growing brands, reflecting its global appeal among travellers. Along with its expansion, we are evolving the brand to meet the needs of loyal guests who increasingly blur the lines between work, leisure and discovery.”
Conversions accelerate market entry
Conversions accounted for 61 percent of Ascott’s global unit openings in the first seven months of 2025. Standout examples include Citadines Antasari Jakarta, converted and opened in just three weeks, and Citadines City Centre Liverpool, which relaunched after only three months.
Franchise deals are emerging as a key growth engine, with 15 franchised properties and rising demand in China and beyond. Four of five recent Chinese signings were franchises, including a Shenzhen site set to open only eight months after signing.
Favorable market trends fuel growth
Citadines' growth aligns with favorable trends in the upper-midscale hospitality segment.
Industry analysis shows this segment consistently outperformed both before and after the COVID-19 pandemic, delivering more predictable returns backed by strong brand recognition, streamlined operations and a flexible customer base.
The broader midscale hotel market, valued at $115.2 billion in 2024, is projected to grow at a CAGR of 6.8 percent through 2033, driven by rising disposable incomes and growing demand for value-driven accommodation.
“Citadines is thoughtfully designed to support this lifestyle, with convertible room features, café-style check-ins and programming that supports exploration and promotes wellness,” Tan Bee Leng said.
Asia rollout continues
Ascott plans 20 more Citadines openings through 2026, with key launches in Shanghai, Guangzhou, Surabaya, Phnom Penh and Davao.
The Philippines property anchors a wider Asia push as Citadines transforms from a Europe-centric chain into a global platform spanning Asia Pacific, Europe, the Middle East and Africa.
Also in the pipeline is Citadines Mactan Cebu Resort in the Philippines, set to open in 2028.
The 303-unit resort will offer a full suite of recreational facilities, including rooftop and beachfront pools, wellness amenities and a spa. —Ed: Ramon C. Nocon
