The Ascott Limited (Ascott) has accelerated its European growth strategy by signing seven new properties through franchise and management agreements, totalling nearly 1,100 units across Vienna and Seville. This landmark deal expands Ascott’s European portfolio to 64 properties, reinforcing its focus on the continent's high-yield, fragmented market.
Kevin Goh, Chief Executive Officer, Ascott, emphasised the strategy: “Europe is a cornerstone of Ascott’s global growth strategy, offering a resilient, high-yield market underpinned by strong tourism fundamentals. Our expansion in Vienna, entry into Seville and growing lyf and The Unlimited Collection presence reflect increasing demand from property owners for trusted operators with global scale. By deepening Ascott’s asset-light model, we are scaling efficiently while building long-term brand equity.”
The expansion follows a dual approach across the continent: Vienna & Spain and UK & Lifestyle Brands.
Ascott has partnered with VIE Trust Real Estate Group for five new signings in Vienna, adding over 750 units and strengthening its position in the Austrian capital. Simultaneously, two new properties - a 250-unit lyf and a 120-unit Somerset - mark Ascott’s entry into Seville. These hotels will anchor the Lagoon City Seville resort development, featuring a man-made lagoon and representing Ascott’s first beachside resort project in Europe.
Momentum for Ascott’s specialised brands continues with lyf, the experience-led social living brand celebrating the official opening of lyf Gambetta Paris and set for further expansion. Four new lyf properties are scheduled to open in 2026, including lyf Chelsea London (transforming the Stamford Bridge Hotel within the grounds of Chelsea Football Club), Manchester and Glasgow.
Following a brand refresh, The Unlimited Collection is expanding its culturally immersive presence in the UK and Ireland. New additions include Mount Royal Hotel Edinburgh, Temple Bar Hotel Dublin, and The Grand Hotel Leicester, which is set to reopen before the end of 2025.
Alongside these new openings, Ascott is actively upgrading its existing properties, with major renovations scheduled across several Citadines and La Clef properties in key European cities to ensure long-term competitiveness.
Find the Ascott team on Oakwood Stand N10-510