ASCOTT Ltd., international serviced residence operator, launched its third brand, Citadines, geared toward international corporate travelers. The company is counting on the brand for future growth.
“Each of the brands caters to a different market. The Ascott is more high end. These are for the bankers and the CEOs.
The Somerset is our family brand. Citadines Salcedo is for the hip market, the international travelers who want the experience of Makati,” said Joanne Golong-Gomez, director for sales and marketing of Ascott Philippines, noting Citadines is their “growth brand.”
Specifically, Golong-Gomez said Citadines has “ripe potential” in secondary cities, such as Iloilo and Quezon City. Ascott Ltd. is reportedly looking for partners outside of Metro Manila, such as Davao and Cebu, for the Citadines brand.
Citadines Salcedo has been in operation since May, and has enjoyed 100-percent occupancy rate for the whole six months, said Golong-Gomez.
The newest serviced apartment brand, with 215 rooms, offers five types of accommodation: studio, studio premier, one-bedroom deluxe, two-bedroom deluxe and a two-bedroom premier. Floor area ranges from 32 square meters to 135 sq m.
Golong-Gomez said Ascott is continuously expanding its brand of serviced apartments, and is planning to open Citadines Millennium Ortigas during the first half of 2015. The said establishment will be built in partnership with CDC Holdings Inc.
The Citadines Millennium Ortigas will be a 31-story project with 210 units of both serviced apartments and residential units.
Other brands under Ascott Ltd. is growing, as well with the recent opening of Ascott Bonifacio Global City.
The Somerset brand has two establishments in Makati: Somerset Olympia and Somerset Millennium. Somerset Alabang is set to rise in 2017.
Catherine N. Pillas