This expansion reflects the results of a focused strategy built on asset-light growth, franchise development, and rapid conversions. Since its brand refresh in 2022, Ascott has signed more than 50 new Citadines properties, entering 18 new cities including Hobart, Liverpool, Phu Quoc, Tangier, Udupi, and Kuwait, as well as deepening its presence in key Chinese urban markets.
Conversions driving fast-track expansion
Conversions have become a key pillar of Citadines’ expansion strategy. In the first seven months of 2025, conversions accounted for 61% of Ascott’s new unit openings globally. Examples include Citadines Antasari Jakarta, converted and launched within three weeks, and Citadines City Centre Liverpool, which completed its rebranding in just three months.
The brand’s conversion-ready model allows for quicker market entry and reduced development time – a benefit increasingly sought by property owners seeking operational agility and cost efficiency.
Slated to open in 2H 2026, Citadines Hongkou Plaza Shanghai will operate under a franchise agreement, and will bring the total number of Citadines properties in the tier-one Chinese city to around 10.
Franchise strategy gaining traction
The franchise model is also gaining momentum, with 15 franchised properties and approximately 2,000 units now under the Citadines brand. In China, where the franchise strategy was rolled out in 2025, four of the five recent signings were franchise deals. One of these, Citadines Universiade Centre Longgang Shenzhen, is on track to open just eight months after signing.
Outside Asia, Citadines Almaz Casablanca became the brand’s debut property in Morocco earlier this year, demonstrating the model’s viability across different regions and owner profiles.
Meeting demand in the resilient midscale segment
The Citadines growth trajectory aligns with strong fundamentals in the upper-midscale hospitality segment, which has outperformed other categories pre- and post-pandemic. Industry forecasts estimate that the global midscale hotel market, valued at US$115.2 billion in 2024, will grow at a CAGR of 6.8% through 2033, supported by rising demand for value-driven accommodation and an expanding global middle class.
Ascott executives highlighted the strategic advantages of the brand’s flex-hybrid model, enabling Citadines to effectively serve both short- and extended-stay guests. This flexibility, combined with operational efficiency and broad consumer appeal, positions Citadines as a scalable solution for owners and a consistent product for travellers.
Expanding typologies and guest experiences
Citadines is evolving beyond city centre locations to include resort offerings, with upcoming openings such as Citadines Selavia Phu Quoc (Vietnam) in 2027 and Citadines Mactan Cebu Resort (Philippines) in 2028. These properties reflect a growing trend toward hybrid travel, combining leisure and work within single destinations.
The brand has also launched a global lifestyle campaign, activ∞, aimed at promoting local exploration, movement, and wellbeing. This year’s activities include curated running, biking and cultural trails across 23 countries, with participation from properties in Japan, Vietnam, the Philippines, China, Singapore, Saudi Arabia, and France.
In October 2025, Citadines will relaunch its global “For the Love of Coffee” initiative to mark International Coffee Day, with community-based events and coffee-themed experiences across its portfolio
What’s next
By the end of 2026, 20 new Citadines properties are expected to open. These include:
- Citadines on the Pier Hobart, Australia
- Citadines Vue Aston Phnom Penh, Cambodia
- Citadines Paragon Davao, Philippines
- Citadines Hongkou Plaza Shanghai and Citadines Huadu Guangzhou, China
- Citadines Connect West Surabaya, Indonesia
- Citadines Racine Casablanca, Morocco
With its expanding geographic presence, flexible operational models, and evolving guest experience strategy, Citadines is solidifying its position as a leading global brand in the midscale serviced residence segment.
Tags: Citadines The Ascott Limited
