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The Ascott Limited Ascot enters into global partnership with Chelsea Football Club, UK

The Ascot Limited
Ascot signs global partnership with Chelsea Football Club
Accelerating growth in Europe by expanding brand portfolio
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– Signed six new properties in Europe to celebrate Europe’s first Unlimited Collection and expansion of the lyf brand
・ Signed a multi-year partnership with Chelsea Football Club as an “Official Global Hotel Partner”
– Stadium Hotel rebranded as LYF Stamford Bridge London
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The Ascott Limited (Ascott), the accommodation business division wholly owned by CapitaLand Investment (CLI), announced on July 8, 2024 (London/Singapore) that it will expand into the European market as it accelerates its global expansion strategy. We announced some big milestones. This includes signing six new properties to our European portfolio, opening our Unlimited Collection brand for the first time, and further expanding the lyf brand in the region. With growing demand for Ascott’s range of brands, the new agreement increases Ascott’s European portfolio by 14% to approximately 8,000 rooms across six brands, increasing Ascott’s presence in the region from 24 cities to 29 Expand into cities. Five new cities will be added: Colmar in France and Edinburgh, Glasgow, Leicester and Manchester in the UK.
To further raise Ascot’s profile in Europe and support its extensive global network, Ascot has entered into a multi-year strategic partnership with Chelsea Football Club (Chelsea FC), becoming the official English Premier League club. We have become a global hotel partner. In addition, from the second half of 2024, Ascott will take over the management of the 232-room stadium hotel in Stamford Bridge, London, the home of Chelsea, and is scheduled to be rebranded as “LYF Stamford Bridge London” in the second half of 2025. It will serve as a base to communicate Ascot’s hospitality to Chelsea fans around the world.
Kevin Goh, CEO of Ascot and CLI Lodging, said:
“As a global tourism and business hub, Europe plays a key role in Ascott’s expansion plans. A diverse and dynamic hospitality sector offers great potential for Ascott to partner with owners more successfully.Ascott We will achieve this by leveraging our flexible hybrid business model, ‘Hotel-in-Residence.’ This business model is supported by an experienced team with deep local knowledge and a wide range of brands. Designed to meet the varying needs of owners and guests through customized solutions.
Additionally, Ascot’s established conversion capabilities have already proven effective in gaining owner trust. Furthermore, Europe has a market environment suitable for franchise management business, and we expect it to become our next pillar of growth. For existing owners, we will continue to provide sustainable value by embarking on initiatives to further improve the guest experience. ”
Lee Ngor Houai, Ascott’s Chief Operating Officer for Europe, Middle East and Africa (EMEA), South Asia and China, said:
“Ascott’s European portfolio is performing well, with average rates around 30% above pre-pandemic levels. In 2023, European hotels will continue to grow in revenue per room (RevPAU). By expanding and strengthening Ascott’s presence in the European market, we will be able to capture growth opportunities in Europe and contribute to the further prosperity of the tourism sector. We will prepare a system. Europe is also an important source of supply for Ascot’s worldwide network. In 2023, European travelers will contribute approximately 16% of Ascott’s overall business. The company aims to nearly double this figure to 30% by 2028, adding to Ascott’s expanded portfolio in Europe and further strengthening brand building in the region. ”
Global expansion leveraging partnership with Chelsea FC
From July 2024, Ascot will be Chelsea FC’s Official Global Hotel Partner for the next four seasons. Ascot will leverage the strong support of Chelsea FC, one of the top 10 most popular football clubs in the world, to introduce new guests to its global hospitality brand and extensive portfolio.
Through this partnership, Ascott Star Rewards (ASR) members, Ascott’s loyalty program, will be able to offer rare experiences. These include exclusive games at Stamford Bridge and VIP visits to Blues’ Cobham training ground. The Ascot brand will also feature engaging content for fans to enjoy on Chelsea’s social and digital channels, as well as access to matches at Stamford Bridge. Additionally, in line with Ascot’s commitment to bringing Chelsea FC closer to international fans, Ascot will become the presenting partner of Famous CFC, Chelsea FC’s signature international fan engagement event, which will be held in two overseas markets.
Tan Bee Leng, Ascott Chief Commercial Officer, said:
“This partnership has been made possible by the strong synergies between Ascot and Chelsea, both heritage brands with a global reach and extensive network.As Official Global Hotel Partner, Ascott will work with Chelsea FC to create innovative Chelsea FC’s huge global fan base of over 600 million* fans worldwide and its premier position in European football will be reached through extensive marketing and promotion. , we will bring together the worlds of hospitality and football, delivering unforgettable fan engagement activities, exclusive offers for Chelsea supporters and bespoke accommodation experiences for fans and guests at Ascot properties. To go.
Furthermore, with our loyalty program being a key driver of growth, we recognize the importance of providing Ascott Star Rewards (ASR) members with a unique and impactful experience. Providing exclusive opportunities to attend high-profile events, such as Premier League matches and major tennis tournaments, not only enhances the travel experience but also deepens the connection between guests and Ascot. In line with ASR’s brand promise of “Stay Rewarded,” we are recognizing you as an Ascott member and are expressing our gratitude as Ascott’s commitment. ”
*Source: Premier League & Nielsen (2024)
Building loyalty for growth
Ascott has launched the first wave of global events as part of its Ascott Privilege Signatures programme, as travelers increasingly value exceptional experiences. The event, held in London, was attended by over 80 guests from ASR’s Platinum Tier and Respect Owners, with guests staying at The Cavendish London and attending the event on July 6th. We received admission tickets to the court to watch the third round of the Wimbledon 2024 men’s and women’s final tournament. We are preparing various events to please ASR members and increase the number of members.
About The Ascott Limited
Since opening Ascott Singapore in 1984 as the Asia Pacific region’s first international-class serviced residence, Ascott has grown into a hospitality group with over 950 properties worldwide. Based in Singapore, Ascott has a presence in more than 220 cities in 40 countries across Asia Pacific, Central Asia, Europe, the Middle East, Africa and the Americas.
Ascott mainly offers serviced apartments, hotels, and co-living hotels, as well as a wide range of accommodation facilities including senior residences, student accommodation, and rental housing. Award-winning hospitality brands include Ascott, Oakwood, Citadines, LYF, Somerset, The Crest Collection, The Unlimited Collection, Preference, QUEST, FOX and HARRIS. (Harris), POP! (Pop), Vertu (Virtue), YELLO (Yellow), and have a brand alliance partnership with Domitys (Domity), we have brands that meet various needs. Through Ascott Star Rewards (ASR), Ascott’s loyalty program, you can enjoy exclusive member benefits and great offers.
Currently, we operate 22 properties in Japan under five brands: Ascott, Oakwood, Citadines, LYF, and Somerset.
Ascott, a wholly owned business unit of CapitaLand Investment Limited, is a vertically integrated hospitality operator company. Ascott leverages its extensive network of peer-owned businesses and market expertise to grow fee-related revenues through its hospitality management and investment management capabilities. Ascot is also expanding its portfolio of funds by growing its sponsor CapitaLand Ascot Trust and private funds.
This year, Ascott celebrates its 40th anniversary with the following brands: Unlimited Opportunities, Unlimited Choices, Unlimited Freedom and Unlimited Good. We are running a campaign with the theme, Ascott Unlimited. Ascott Unlimited navigates a future of limitless
possibilities against a backdrop of global change and evolving travel perspectives.Ascott Unlimited is exploring further possibilities and moving to the next stage of growth as a global hospitality company. For more information about Ascott Unlimited, please visit
www.discoverasr.com/ascottunlimited.
Ascot official website: https://www.discoverasr.com/the-ascott-limited Ascot official social accounts:
Facebook https://www.facebook.com/discoverasr/
Instagram https://www.instagram.com/discoverasr/
TikTok https://www.tiktok.com/@discoverasr
LinkedIn. https://www.linkedin.com/company/27165/admin/
About Chelsea Football Club
Chelsea Football Club is one of the top football clubs in the world, with the men’s team being the winners of the 2021 FIFA Club World Cup. This success follows their second win in the UEFA Champions League in 2021 with victory over Manchester City in Porto.
Founded in 1905, Chelsea is London’s most central football club, based in the iconic 40,000-capacity Stamford Bridge stadium. Nicknamed ‘The Blues’, he won the Champions League for the first time in 2012, as well as winning the Premier League five times, the FA Cup eight times, the Football League Cup five times, the UEFA Europa League twice, and the UEFA Cup Winners. They won the Cup twice, the UEFA Super Cup twice and the Football League Championship once (1955).
By winning the Champions League and Super Cup in 2021, Chelsea became the first club to win the UEFA Grand Finale twice, following the Europa League and Cup Winners’ Cup.
Chelsea Women’s team has enjoyed great success, winning the FA Women’s Super League in 2024 for the fifth consecutive year and seventh time in total. They have won the Women’s FA Cup five times, reached the UEFA Women’s Champions League final in 2021 and won the FA Women’s League Cup twice.
As well as having some of the world’s best-known players, Chelsea are also investing in their future with a state-of-the-art academy and training center in Cobham, Surrey. Since the academy opened in 2008, the club has won seven FA Youth Cups, back-to-back UEFA Youth League titles in 2015 and 2016, and most recently won the domestic U23 and U18 Premier Leagues in 2019/20 and 2017/18 respectively. I’m winning the championship.
The Chelsea Foundation has the widest range of community initiatives in sport, helping to improve the lives of children and young people around the world.
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