Ascott launches new brand targeted at millennial travellers

Ascott launches new brand targeted at millennial travellers

Unveiling its newest brand, Lyf, Ascott said its properties are designed for and managed by millennials, to cater to growing demand.

big bed room

SINGAPORE: Serviced residence operator Ascott has unveiled its newest accommodation concept, Lyf, which is "designed for and managed by millennials who wish to experience destinations as locals do", it announced on Thursday (Nov 24).

In a press release, Ascott said the properties will be designed to facilitate interaction between guests, with communal spaces and co-working areas that can be easily transformed into zones for workshops or social gatherings.

"Each Lyf properly has its own unique personality with fun and quirky design elements", it said, adding that interactive digital art pieces or giant ball pits may be incorporated "for the kids amongst us".

Ascott said millennials already form a quarter of its customers and it expects this segment to grow exponentially. Said Ascott's chief executive officer Lee Chee Koon: "Lyf is a unique accommodation tailored for this demographic, including technopreneurs, start-ups and individuals from music, media and fashion."

lyf - social kitchen

A common kitchen area, under Ascott's new Lyf brand. (Photo: Ascott)

Millennials are defined as those aged 18 to 34, according to Pew research published in 2016. However, Ascott said the brand does not define millennials by age, but as "a social generation who crave discoveries and desire to be part of a community."

The properties will be managed by "Lyf Guards" - millennials who may be residents themselves, but also perform the role of community manager, city and food guide, as well as bar keeper, explained Ascott.

laundry area - lyf

A common laundry area, under Ascott's new Lyf brand. (Photo: Ascott)

Ascott said it aims to have 10,000 units under the Lyf brand globally by 2020, adding that it is looking out for sites in Australia, France, Germany, Indonesia, Japan, Malaysia, Singapore, Thailand and the United Kingdom.

It said the types of accommodation will include studio apartments and twin rooms with a shared kitchen.

Source: CNA/dl

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