Ascott's Citadines Brand Surpasses 200 Properties Globally, Powered by Strong Momentum Since Brand Refresh
- Written by Media Outreach
- Citadines strengthens leadership in the resilient upper-midscale segment through rapid conversions and geographical diversification
- Franchise model gains momentum as a driver of scalable, efficient growth
- Global brand campaign amplifies refreshed Citadines lifestyle with activ∞ and "For the Love of Coffee" experiences across operational properties
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.
Since the brand refresh three years ago, Ascott has signed more than 50 Citadines properties totalling about 8,000 units, underscoring strong market confidence in the brand's renewed direction. A quarter of these signings were conversion projects. This expansion brought Citadines into 18 new cities, strategically targeting high-potential tier-2 and tier-3 markets. Key additions range from Colmar (France), Hobart (Australia) and Liverpool (United Kingdom) to Surabaya (Indonesia), Phu Quoc (Vietnam), Udupi (India), Tangier and Marrakech (Morocco) and Kuwait. The brand has also broadened its footprint across China's major hubs, entering Changshu, Dalian, Foshan, Guilin, Nanjing, Shenzhen, Tianjin and Zhuhai. Conversions Powering Growth Conversions enabling fast market entry accounted for 61% of Ascott's unit openings globally in the first seven months of 2025, highlighting strong owner demand for swift and efficient operational launches. This momentum aligns with Citadines' conversion-ready model, which fast-tracks the rebranding and activation of existing properties. For example, Citadines Antasari Jakartawas converted and opened within three weeks in August 2025, while Citadines City Centre Liverpool completed its transformation in around three months and opened in June 2025, a demonstration of the brand's agility and owner-friendly execution. 
Aligning with a strong owner demand for swift market entry, the 175-unit Citadines Antasari Jakarta began operations within just three weeks of rebranding. With a medley of rooms and suites, the property also houses recreational facilities including a swimming pool, fitness area as well as spa.
Franchise Growth Gains Traction Citadines currently has 15 franchised properties comprising approximately 2,000 units across its operating and pipeline portfolio. As owner interest continues to grow in key markets, franchise agreements are expected to become an increasingly important driver of the brand's global expansion. In China, where Ascott launched its franchise strategy for Citadines earlier this year to tap into a rapidly maturing market, four of five signings year-to-date have been franchise agreements. These include locations in Shenzhen, Shanghai, Wuxi and Xi'an. Among these, Citadines Universiade Centre Longgang Shenzhen is on track to open in November 2025, about eight months after signing, underscoring the speed and efficiency of the franchise model. Outside of Asia, Citadines Almaz Casablanca marks a key milestone as the brand's debut property in Morocco, opened in early 2025 under a franchise agreement signed in late 2024. Conveniently located just 30 minutes from Mohammed V International Airport, the property offers easy access to key financial, educational and lifestyle destinations. 
With franchise growth gaining traction for the Citadines brand, Citadines Almaz Casablanca marked the brand’s debut property in Morocco. Signed under a franchise agreement in 2024 before opening in early 2025, the property houses 61 studio and one-bedroom apartments, and is located just 30 minutes from the Mohammed V International Airport.
Favourable Market Trends Fuel Growth Citadines' growth aligns with favourable 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[1]. The broader midscale hotel market, valued at US$115.2 billion in 2024, is projected to grow at a CAGR of 6.8% through 2033, driven by rising disposable incomes and growing demand for value-driven accommodation[2]. This expanding demand, particularly among emerging middle-class populations worldwide, creates fertile ground for Citadines to scale strategically. Ms Serena Lim, Chief Growth Officer, Ascott, said: "Citadines stands...