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Ascott

Ascott Scores Big with European Expansion and Chelsea FC Deal

Singapore’s Ascott is making a major splash in Europe through a strategic partnership with Chelsea Football Club and the expansion of its property portfolio.

The deal involves Ascott taking over the management of the two existing hotels located at Chelsea FC’s Stamford Bridge stadium. These hotels will be combined and relaunched as a single Lyf property with 232 rooms by the second half of 2025. Additionally, Ascott becomes the official global hotels partner for Chelsea FC, creating a mutually beneficial relationship that leverages Ascott’s diverse hospitality brands to Chelsea’s massive fan base.

Ascott’s European expansion goes beyond the Chelsea FC deal. The company is adding five new properties across the UK and France:

  • Two Lyf or Unlimited Collection branded locations in Glasgow and Manchester (UK)
  • Two more UK locations in Edinburgh and Leicester (brands to be determined)
  • A new Citadines property in the French city of Colmar

These new properties will increase Ascott’s total room count in Europe by 14% to around 8,000, solidifying their presence in key markets. Ascott will also be present in five new European cities, bringing their total to 29.

The deal further includes the renovation of the existing Cavendish Hotel in central London. This renovation marks the debut of the Unlimited Collection brand in the UK, showcasing Ascott’s commitment to offering a wider range of hospitality experiences.

Ascott’s strategic partnership with Chelsea FC and the expansion of its property portfolio demonstrate their ambition for growth in Europe. This move positions Ascott to tap into a new market segment while continuing to offer diverse hospitality options across the continent.

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