Published on
October 17, 2025
Ascott Limited (Ascott), which is owned by CapitaLand Investment (CLI), is speeding up its growth in Europe with the signing of seven new properties in Vienna and Seville, taking Ascott’s total number of European properties to 64 with close to 8,500 units. The new additions will further enhance Ascott’s presence in major markets on the continent and align with the increasing demand for luxury stays, experience-based travel, and socially connected living.
This significant growth also demonstrates Ascott’s dedication to providing varied accommodation in Europe for different tastes and preferences and for emphasizing the development of properties that foster genuine experiences for travelers. With Ascott further increasing its presence, it is set to become a major player within Europe’s luxury hospitality sector, with lyf and The Unlimited Collection opening up in more vibrant locations.
A Bold Expansion for lyf and The Unlimited Collection
At the heart of Ascott’s European growth strategy are two distinctive brands that are reshaping the hospitality landscape in Europe. First, the lyf brand, known for its social living concept, continues to gain traction. The opening of lyf Gambetta Paris in October 2025 marks the third lyf property in Europe and sets the stage for further growth across the continent. The lyf Gambetta Paris property has already garnered positive feedback since its soft opening in June 2025, with guests enjoying its community-driven spaces such as Connect coworking, Bond shared kitchen, Burn social gym, and the All Together villa, which can accommodate up to six guests.
The lyf brand continues to expand with four more properties scheduled for 2026, including a second property in Vienna and three new locations in the UK, including the highly anticipated lyf Chelsea London within Stamford Bridge — the iconic home of Chelsea Football Club. This property will offer guests a unique experience of staying at a football club, complete with access to Chelsea FC’s world and dedicated experiences for fans. lyf’s expansion into the UK market will also see properties opening in Manchester and Glasgow in the later part of 2026, solidifying its presence in some of the UK’s most dynamic urban centers.
The New Wave of Hotel Experiences: Integration of Wellness, Technology, and Social Living
Ascott’s expansion into luxury and social living concepts such as lyf and The Unlimited Collection reflects the rising demand for experiential travel—where guests seek not just a place to stay but a holistic experience that connects them with local culture, wellness, and community. These new properties offer a mix of high-end design, innovative services, and social spaces that encourage connection, interaction, and integration with their environment.
The rise of wellness tourism is a crucial part of this transformation. Ascott’s properties, especially those in the lyf brand, offer cutting-edge wellness amenities such as fitness centers, wellness studios, and community-driven health programs, such as Pilates, Yoga, and Barrecore. The integration of technology in these properties allows guests to enjoy seamless experiences—whether in-room smart devices, state-of-the-art fitness equipment, or customized wellness retreats.
Rejuvenating the Existing Portfolio: Renovations and Upgrades
In addition to opening new properties, Ascott is actively rejuvenating and upgrading its existing portfolio to stay competitive in the ever-evolving European market. This includes significant renovations to high-profile properties such as Citadines Les Halles Paris, Citadines Holborn-Covent Garden London, and Citadines Kurfürstendamm Berlin, all of which have been upgraded to modern standards while retaining their historical charm. Other properties, such as Citadines République Paris and Citadines Part-Dieu Lyon, are set to undergo transformations by 2025, ensuring that Ascott remains at the forefront of the hospitality industry in Europe.
One of the standout features of the lyf brand is its transformational wellness offerings. The launch of Madison House in Q4 2025 will introduce The Longevity Suite, a wellness hub that brings together biohacking and holistic treatments, helping guests achieve peak physical and mental health. This innovative space will offer services like cryotherapy, advanced spa treatments, and biohacking protocols aimed at improving longevity, detoxing, and rejuvenation.
Ascott’s Vision for a Connected and Sustainable Europe
The ongoing development of Ascott’s European portfolio not only reflects the company’s growth strategy but also aligns with its commitment to sustainability and responsible tourism. As European travelers increasingly seek eco-conscious accommodations, Ascott is incorporating green initiatives into its properties, including sustainable building materials, energy-efficient technologies, and local sourcing of materials and products. By blending luxury, wellness, and sustainability, Ascott is ensuring that its properties remain appealing to today’s conscious traveler.
Meanwhile, Ascott’s The Unlimited Collection is making waves in Europe with its focus on offering distinctive, culturally immersive stays. In September 2024, Mount Royal Hotel Edinburgh, located on Princes Street in Scotland, became the first property under this rebranded collection. The luxury property offers stunning views of Edinburgh Castle and embraces the Scottish capital’s literary and whisky heritage. By August 2025, Temple Bar Hotel Dublin joined the brand in the Temple Bar district, offering a blend of luxury and local culture, from live music to award-winning cocktails. The opening of The Grand Hotel Leicester at the end of 2025 will add another gem to the brand, offering guests a luxurious experience in a property that preserves the historic grandeur of Leicester’s Art Deco era.
A Bright Future for Ascott in Europe and Beyond
Ascott’s pan-European expansion with new hotels under the lyf and The Unlimited Collection brands marks a thrilling future for the hospitality leader. With more than 64 properties in 26 cities and close to 8,500 units in the continent, Ascott is leaving its mark as one of Europe’s leading luxury and social living hospitality providers. The strategic emphasis on wellness, cultural immersion, and technology integration guarantees that Ascott continues to be a leader in the increasingly burgeoning European market, providing travelers with a rich, diverse, and highly individualized travel experience.
