What's Happening?
The Ascott Limited, a lodging business unit of CapitaLand Investment, has announced that its Citadines brand has surpassed 200 properties globally. This milestone is attributed to asset-light growth through management and franchise agreements. The Citadines portfolio now includes 205 properties with approximately 35,000 units, with over 60% currently operational. Since a brand refresh three years ago, Ascott has signed more than 50 Citadines properties, totaling about 8,000 units. The expansion has brought Citadines into 18 new cities, targeting high-potential tier-2 and tier-3 markets. The brand has also expanded its footprint across major hubs in China. Citadines is evolving into a multi-typology brand, expanding beyond urban centers to include resort destinations.
Why It's Important?
The expansion of Citadines reflects favorable trends in the upper-midscale hospitality segment, which has consistently outperformed both before and after the COVID-19 pandemic. This segment offers predictable returns backed by strong brand recognition and streamlined operations. The broader midscale hotel market is projected to grow significantly, driven by rising disposable incomes and demand for value-driven accommodation. Citadines' growth aligns with these trends, offering flexibility and operational efficiency. The franchise model is expected to become a key driver of the brand's global expansion, providing scalable growth opportunities. This expansion strengthens Citadines as a trusted brand for global travelers seeking both familiarity and adventure.
What's Next?
Citadines plans to open 20 more properties by the end of 2026, including locations in Australia, Cambodia, the Philippines, China, Indonesia, and Morocco. These launches will deliver smartly designed stays with amenities that fuel discovery for guests across Asia Pacific, the Middle East, and Africa. The brand is focused on deepening guest engagement and delivering experiences that resonate with travelers. Citadines is evolving to meet the needs of guests who blur the lines between work, leisure, and discovery, with convertible room features and programming that supports exploration and wellness.
