Singapore-based hospitality chain Ascott has announced the signing of eight new lyf properties across destinations such as Bali, Penang, Sydney and Frankfurt as well as Singapore.

Ascott, a Singapore-based hospitality company under CapitaLand Investment (CLI), has announced plans for expansion of its lyf brand with eight new property signings. It is set to expand into new resort and city destinations such as Bali, Penang, Sydney and Frankfurt, says the hotel chain in a press statement. 

According to the statement, lyf offers a stay experience that transcends the conventional, tailored for the next-generation traveller, including digital nomads, technopreneurs, creatives and self-starters. From a bold vision that took root during its inception as a coliving brand, the hotel says ‘lyf’ is based on the growing demand for experience-led social living.

“In a world where travel is not just about reaching a destination but immersing oneself in the heartbeat of a city, lyf stands at the forefront of a new era in hospitality. It was first created for the next-generation traveller and has gained strong traction since its debut with lyf Funan Singapore in 2019. There is tremendous potential for us to further scale lyf across more hospitality asset classes, whether as a full-service hotel or resort, especially with the growth pace we have seen over the year. With more than 30 lyf properties both in operation and under development, Ascott will bring lyf to even more destinations in the year ahead, as we work towards our target of 150 properties with over 30,000 units by 2030,” says Kevin Goh, Chief Executive Officer of Ascott and CLI Lodging.

The statement adds that with these eight new lyf properties that total close to 1,500 units, Ascott achieved a signing pace that has almost doubled that in 2022.

“The lyf brand has captured the attention of the market with its dynamic designs, flexible spaces and well-curated programming with the community at its core. Owners and investors alike have seen the resilience and continued demand for experience-led social living that lyf has been synonymous with, an accommodation trend that has been made more pronounced post-pandemic and we believe is here to stay. The brand’s growth momentum is stronger than ever, and plans are underway to launch across additional key destinations including that in the United Kingdom,” says Serena Lim, Chief Growth Officer, Ascott.

The hotel says that the signing of lyf Bugis Singapore will expand the brand’s presence in Singapore to a tally of four properties, including award-winning developments lyf one-north Singapore, lyf Funan Singapore and lyf Farrer Park Singapore. The 308-unit property lyf Bugis Singapore will open in mid-2024 in the downtown core district within walking distance to both Bugis and Bencoolen MRT train stations.

The statement adds that Adeline Phua has been appointed Managing lyf Partner to lead and propel the next phase of development and growth of lyf. As Managing lyf Partner, Adeline directs the strategic growth of the lyf brand globally where she spearheads brand development and management, collaborations and partnerships for lyf, as well as drives the commercial strategy and operation of the properties.