Ascott has unveiled a bold new chapter in its global growth story, focusing on a rapid expansion of its resort portfolio through an asset-light model. This approach allows the company to scale quickly, enter high-potential markets, and adapt to changing travel trends without heavy capital investment.
In the past ten months alone, Ascott has signed 11 new management and franchise agreements for resorts, adding significant momentum to its ambition of reaching nearly 50 properties across key leisure destinations. This strategy taps into the booming appetite for experiential and lifestyle-driven stays, where travelers seek more than just accommodation-they want immersive, location-specific experiences.
A Flexible Model for the New Era of Travel
The asset-light model gives Ascott a unique edge. By partnering with property owners and investors, the brand can bring its portfolio of diverse hospitality concepts – including lyf, Oakwood, Somerset, The Crest Collection, and The Unlimited Collection – into a variety of resort settings. This means Ascott can tailor its offerings to different audiences, from digital nomads and young explorers to families and luxury seekers.
In Southeast Asia, the company is strengthening its presence in destinations such as Phuket, Bali, Phu Quoc, Labuan Bajo, and Nha Trang. Each location is carefully chosen for its blend of natural beauty, cultural heritage, and tourism potential. The properties themselves range from chic beachfront villas to upscale branded residences, ensuring that guests have options that align with their travel style.
The Middle East is also a growing focus, with projects in Ras Al Khaimah, the UAE’s adventure hub, and an all-villa resort near Riyadh’s financial district in Saudi Arabia. These additions will help Ascott tap into both the luxury leisure and MICE (meetings, incentives, conferences, exhibitions) markets, which are increasingly important in the region.
Several highly anticipated openings are on the horizon. In Indonesia, a new lyf property in Labuan Bajo will cater to younger travelers with a social, co-living environment near one of the country’s most stunning island gateways. In Bali, luxury beachfront villas are being designed to merge modern comforts with local craftsmanship. Phuket’s upcoming resort will bring The Crest Collection to one of Thailand’s most famous beaches, offering a refined, boutique experience.
Vietnam remains another priority, with developments in Cam Ranh and Sam Son adding to the country’s growing reputation as a top beach destination. Each property is planned to incorporate local cultural elements into its design and guest experience, reflecting Ascott’s belief that authenticity drives guest loyalty.
This expansion wave is not just about numbers – it’s about redefining the resort experience for modern travelers. By using its asset-light model, Ascott can stay agile, adjust to market shifts, and invest in delivering unique, meaningful stays that connect people with the essence of each destination.
With over 20 resorts set to open in the next three years, Ascott’s portfolio is on track to become a major force in global leisure hospitality, combining operational efficiency with memorable, place-based storytelling.
