Ascott has entered into a partnership with Chelsea Football Club as the ‘Official Global Hotel Partner’.
The contract spans four seasons. Ascott Star Rewards (ASR) members will be offered special experiences, such as watching games at Stamford Bridge and VIP visits to the Blues’ Cobham training ground.
This year, Ascott will take over the operation of the stadium hotel located at Stamford Bridge, the home of Chelsea FC in London, and will rebrand it as ‘lyf Stamford Bridge London’ in the second half of 2025.
Furthermore, Ascott will launch Unlimited Collection and lyf (life) in Europe for the first time. The company will expand into five cities including Colmar in France, and Edinburgh, Glasgow, Leicester, and Manchester in the UK, bringing the total in Europe to approximately 8,000 rooms across six brands.
Ascott is a hotel management company that is a wholly-owned subsidiary of CapitaLand Investment. In Europe, Ascott has reported average rates about 30% higher than pre-COVID levels, with revenue per room significantly surpassing other markets.
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