Shared working space at Citadines Raffles Place Singapore. Photo Credit: Ascott
Coffee will play a big part in the refresh of CapitaLand Investment Limited’s Citadines brand, which is held under CLI’s wholly owned lodging business, Ascott.
A new signature programme is ‘For the Love of Coffee’, a collaboration with local communities to deliver unique coffee-related Citadines experiences to guests.
Other brand signature initiatives include the café check-in experience at Citadines Raffles Place Singapore, where guests will be greeted by an integrated reception incorporating the relaxing vibes of a café as they step into the lobby.
At Citadines Bay City Manila in the Philippines, the social lounge has been revamped into a coffee bar, where guests can interact and chat.
Citadines associates, known as ‘Citazens’, will undergo barista training and double-up as baristas, in addition to providing guests with the best ways to navigate city living. This programme has been successfully rolled out at Citadines Sudirman Jakarta.
Ascott acquired the Citadines chain in Europe in 2004 and it is now its fastest growing brand, tripling its portfolio with 80 properties under development in 56 cities and 104 properties in operation, including its latest flagship property, Citadines Raffles Place Singapore.
With the tagline ‘For the Love of Cities’, Citadines - which means ‘city dwellers’ in French - offers travellers the comfort of a serviced residence and the flexibility of a hotel.
Tan Bee Leng, Ascott’s managing director for brand and marketing, said, “Over the past few years, the serviced apartment business has transformed. We have likewise pivoted our offerings towards a hybrid model that would not only allow us to offer the option of both hotel rooms and serviced residences, but also a robust programme that better caters to the lifestyle needs of our guests.”