The Ascott Limited has recorded its strongest-ever signing performance in Southeast Asia in 2025, adding more than 7,300 units across the region. This marks a 55% increase compared to the 4,700 units signed in 2024, highlighting a significant growth phase for the company.

This momentum has placed Ascott among the top three hospitality companies in Southeast Asia for new signings in 2025, according to Horwath HTL. The company currently has over 200 operational properties in the region, along with a pipeline of around 150 properties. With more than 25 new openings expected in the next 12 months, the pipeline reflects steady owner confidence and Ascott’s ability to convert signings into operational properties.

A key highlight of this expansion is Ascott Tay Ho Hanoi, located on the shores of West Lake in Hanoi’s Tay Ho District. Positioned as Ascott’s largest full-service MICE hotel, the property will feature 1,165 rooms, 10 food and beverage concepts, and a spa when fully operational in 2027. It also includes an international convention centre with 13 event spaces, including one of the largest pillarless ballrooms in Hanoi.

Ascott’s growth is supported by strong tourism recovery across Southeast Asia, driven by rising regional travel demand and improved connectivity. At the same time, the hospitality market remains fragmented, creating opportunities for established brands like Ascott to expand through both new developments and conversions.

Ms Serena Lim, Chief Growth Officer, Ascott, said: “Southeast Asia continues to be one of the most dynamic hospitality markets in the world and Ascott is well positioned to capture the opportunity. With over four decades in our home base, we have established deep market expertise and a trusted brand presence, positioning us for our next phase of growth. Our expansion is intentional and owner-led, anchored by long-term partnerships with owners who value our flex-hybrid model and its ability to deliver resilient outcomes. Supported by our multi-typology brand strategy, we have moved beyond our serviced residence heritage to unlock opportunities across a broader range of lodging types. The depth of owner interest and track record across Southeast Asia gives us confidence in both our pipeline and our ability to execute this expansion.”

Ms Wong Kar Ling, Chief Strategy Officer and Managing Director, Southeast Asia, Ascott, added: “The upcoming wave of openings reinforces Southeast Asia's role as both a core growth engine and a showcase for Ascott's multi-typology brand strategy. As we scale across cities and resort destinations, disciplined execution remains our focus, from efficient conversions to reliable delivery on the ground. The strength of our local teams has been instrumental in translating strategy into outcomes, turning pipeline into reality with the speed and precision our owners and guests expect. We are particularly excited about our upcoming resort openings across the region, which will meaningfully expand our leisure offerings and open up new destinations for Ascott Star Rewards members to explore and enjoy their rewards.”

As part of its expansion, Ascott is entering around 20 new cities across Southeast Asia, including destinations such as Phu Quoc, Nha Trang, Phuket, Hat Yai, Labuan Bajo, Medan, Davao, Biñan, Johor Bahru, and Langkawi. This move takes the brand beyond established markets into emerging leisure and business destinations.

About 30% of the pipeline will be driven through conversions, allowing Ascott to reposition existing properties under its brands and speed up market entry. Projects like Citadines Mitra Bandung, Oakwood Pandanaran Semarang, and Fox Hotel Nagoya Batam are expected to open within a year of signing, showing the efficiency of this approach.

The pipeline also reflects Ascott’s multi-typology strategy, covering serviced residences, hotels, resorts, social living spaces, and branded residences. Brands such as Ascott, Citadines, lyf, Oakwood, Somerset, The Crest Collection, and The Unlimited Collection are all part of this expansion. Resort developments are expected to play a major role, helping balance the company’s presence across business and leisure segments.

Among the upcoming openings, Lasong Hotel & Villas Sam Son by The Unlimited Collection is set to complete its full opening on 24 April 2026, offering a wellness-focused experience on Vietnam’s northern coast. HARRIS Resort Cam Ranh, expected to open from 4Q 2026, will introduce the HARRIS brand to Vietnam with a large-scale beachfront property designed for leisure travellers.

Other notable projects include the 1926 Heritage Hotel Penang by The Unlimited Collection, opening in 2026 with a restored heritage setting, and lyf Chinatown Singapore, scheduled for July 2026, offering a social living concept in a culturally rich neighbourhood. Somerset Clarke Quay Singapore and Ascott Ortigas Manila are also part of the upcoming portfolio, adding to the brand’s presence in key urban markets.

With this strong pipeline and continued expansion across markets and formats, Ascott is steadily strengthening its position in Southeast Asia, supported by a mix of new developments, conversions, and experience-led properties.