The Ascott Limited, a leading global hospitality operator, is targeting significant growth in the Middle East and Africa, with plans to increase its regional presence by 20% annually over the next five years.
Speaking to Dubai Newsweek on the sidelines of the Arabian Travel Market at World Trade Centre, Vincent Miccolis, Managing Director for the region, shared insights on the company’s strategy to meet the rising demand for flexible, experience-driven accommodations, as well as its ambitious goal of reaching 15,000 units by 2030.
While sharing Ascott’s progress Miccolis said: “We’ve grown from just two or three properties 15 years ago to over 15 operational sites and more than 25 in the pipeline. Our target is to reach 15,000 units across the region by 2030.”
Ascott’s presence in the UAE market
In the UAE alone, Ascott currently operates around 2,000 units, with a total of 6,000 units including the pipeline.
“We’re seeing increasing demand across Dubai and emerging emirates like Ras Al Khaimah, where we recently signed a 539-key hotel on Marjan Island, targeting international resort guests,” he added.
Miccolis emphasized Ascott’s differentiation from traditional hotels, citing its roots in serviced apartments and a flexible living model that accommodates both short- and long-term stays.
“Whether guests stay one night or one year, we cater to their needs with apartment-style layouts, hotel services, and communal spaces that encourage work, rest, and connection,” he explained.
Ascott’s portfolio
Ascott’s diverse brand portfolio — including Citadines, Somerset, Oakwood, and the lifestyle-oriented lyf — positions the company to serve a wide spectrum of travellers, from corporate executives to digital nomads.
“Post-COVID trends have shifted significantly. Many travellers, especially Millennials and Gen Z, now want hybrid spaces where they can live, work, and connect with others. Our lyf brand is designed for exactly that — and we’re actively looking to bring it to the Middle East.”
Locations
When asked about location strategy, Miccolis noted that brand placement depends on audience and asset type. “Citadines properties, for instance, are usually in city centers and attract short-stay corporate or solo travellers. Larger, family-friendly units like Somerset may be located in residential areas for extended stays.”
A key element of Ascott’s strategy is its asset-light model, relying on management agreements and franchises rather than ownership.
“We’re focused on long-term partnerships that deliver value — not just growth for its own sake,” Miccolis said.
He added that the company’s parent, CapitaLand, brings deep real estate expertise to ensure strong returns for property owners.
With ongoing projects in Saudi Arabia, Dubai, Abu Dhabi, and beyond, Ascott is positioning itself as a key player in the region’s evolving hospitality landscape.
“New cities require new thinking. And that’s exactly where we see Ascott making the biggest impact,” Miccolis concluded.
tanvir@dubainewsweek.com
