Ascott Targets Major Expansion in MENA with Focus on UAE and Saudi Arabia
Aligning with its target of 10,000 units by 2025, Ascott will introduce over 5,500 new units with a focus on the UAE and Saudi Arabia.
2 min
The Ascott Limited, a leading lodging owner and operator, has announced significant expansion initiatives aimed at enhancing its presence in the Middle East, North Africa, and Turkey (MENA) regions. The company plans to capitalize on its internationally recognized brands, including Ascott The Residence, Somerset, and Citadines, to bolster its market presence in these key Gulf nations.
“With the burgeoning demand for serviced residences in the region, we have implemented a strategic phased expansion with new Ascott brand introductions that cater to dynamic market preferences across the luxury and lifestyle segments,” Vincent Miccolis, Managing Director of Middle East, Africa, India and Türkiye at The Ascott Limited, said on the sidelines of Arabian Travel Market in Dubai.
Expansion and Innovation
This strategic expansion within Saudi Arabia is designed to align with Saudi Vision 2030, which aims at economic diversification and a transformation of the travel sector. As the leisure industry grows, Ascott is preparing to fulfill the increasing demand for high-end accommodations, offering personalized and in-depth experiences that go beyond conventional hotels.
By the fourth quarter of 2024, Ascott plans to introduce 90 luxury villas at Ascott Villas Riyadh, in line with the country’s ambitious plans for its hospitality sector. Additionally, the company will launch new living concepts under its brands such as lyf, The Crest Collection, The Unlimited Collection, Oakwood, and Oakwood Premiere, addressing a wide range of travel preferences.
Ascott also intends to penetrate new markets such as Kuwait and Egypt while expanding its foothold in existing markets like Oman and Bahrain. The company is also targeting the addition of 1,000 units in strategic African hubs like Morocco and Kenya, as well as in the Turkish locales of Izmir and Bodrum.
“Ascott will expand its offerings beyond serviced apartments, to hotels, co-living spaces, and more,” Miccolis revealed. Ascott will focus on expanding food and beverage offerings through a new Regional F&B Division. This will develop trendy cafes and upscale dining concepts reflecting local cultures and global standards of excellence and sustainability.
Its innovative Hotel-in-Residence model merges the comforts of home with premium hotel services, thus maximizing asset use, diversifying revenue streams, and boosting guest satisfaction. This model appeals to digital nomads, business travelers, and families who value flexibility and space.
“With flexibility embedded into all Ascott properties, we are poised to cement our leading position in the region to offer unique and luxurious accommodations that meet the evolving needs of the modern traveller,” Miccolis said.
The expansion demonstrates Ascott’s robust commitment to growth, innovation, and redefining hospitality across the dynamic MENA region.
Chris Dixon, a partner who led the charge, says he has a ‘very long-term horizon’
Americans now think they need at least $1.25 million for retirement, a 20% increase from a year ago, according to a survey by Northwestern Mutual
Lamborghini Esperienza Giro 2024 in Langhe, Piedmont
3 min
A three-day super sports car driving experience immersed in authentic Italian culture, the Esperienza Giro brought together Lamborghini super sports car owners from across Europe for an exclusive tour celebrating the picturesque region of Langhe in Piedmont, northern Italy. Participants enjoyed luxurious accommodations, exceptional authentic dining, and an immersive experience of the region’s culture, traditions, and landscapes, during the exclusive VIP experience all organized by Automobili Lamborghini.
Il Boscareto Resort and Spa, nestled between the hills of Serralunga d’Alba, provided a luxurious setting for the guests. Upon arrival, Lamborghini clients were treated to a two Michelin-starred dinner crafted by chef Michelangelo Mammoliti at the Rei Natura restaurant, which embraces the natural elements of the region in both its interior design and cuisine.
The tour covered a total of 488 kilometers over several days, beginning with a drive to the medieval Castello di Prunetto, where guests enjoyed a specially curated hazelnut tasting experience, a regional delicacy. The super sports cars then proceeded to Pico Maccario winery, known for its innovative winemaking techniques, picturesque vineyards, and the historic Cru Cannubi wine: a bottle of which is recognized as the oldest in Italy (dated 1752), and considered one of the most important vineyards in the world. Set in rolling vineyards punctuated with the famous Pico colored pencils, denoting the different varieties of grapes and wines, the Lamborghini owners enjoyed a private tour of the production facilities and a lunch before heading back to Il Boscareto. The day ended at the remote 11th century Castello di Grinzane Cavour, a site of significant importance in Italian history and owned over the centuries by several noble Piedmontese families where guests attended a dinner in a medieval setting entertained by flag-throwers and a falconry performance.
The following day featured an exhilarating drive through mountain scenery with a coffee stop at BAart in Agliano Terme, a village renowned for its Barbera grape winemaking and gastronomy. BAart, located in the deconsecrated Chiesa di San Michele, is a community project that blends contemporary art with traditional regional flavors. The group then visited Castello di Razzano, a historic estate dating back to the 17th century, for a private lunch featuring local products, including the estate’s own olive oil. The day ended with a private dinner at Winery Cecilia Monte, where guests savored typical Piedmontese dishes and participated in a unique workshop using wine as paint.
Heading off on day four the Lamborghini owners arrived at Santuario dei Piloni for a mid-morning stop, in a craggy, rural area famed for its history and traditions; here, participants engaged in a truffle hunting experience with dogs, culminating with a tasting of the finest truffle. The tour concluded with a drive to Pollenzo, an ancient city on the banks of the Tanaro river and the home to the University of Gastronomic Studies. Reflecting the university’s dedication to culinary excellence, guests experienced a private lunch of Piedmontese specialities next door at Scuderie Sabaude, where the king of Italy’s stables once stood. Like each edition of Esperienza Giro, Lamborghini guests in Langhe enjoyed a holistic journey incorporating the exceptional and emotional performance of Lamborghini super sports cars, while celebrating the enduring allure of local cultural experiences, exceptional cuisines and Italian heritage.
Chris Dixon, a partner who led the charge, says he has a ‘very long-term horizon’
Americans now think they need at least $1.25 million for retirement, a 20% increase from a year ago, according to a survey by Northwestern Mutual
