The Singaporean group is developing its own hybrid accommodation solution called lyf, which aims to have 150 residences under this brand by 2030. Ascott is taking the opportunity to test digital innovations – including in the metaverse – for lyf residence customers.
Ascott Limited, a major player in the residential hotel sector, intends to attract a new generation of travelers looking for flexibility and engagement. Hence its decision to launch a pre-pandemic hybrid accommodation solution called Lyf (for ‘Live Your Freedom’, ‘Live Your Freedom’), between serviced apartments, hotels and shared accommodations. The Singaporean group had five residences under this brand at the end of 2021; Five more are opening this year in Bangkok, Cebu, Kuala Lumpur, Melbourne and Xi’an. In Europe, the first will open in 2024 in Paris (Liv Gambetta). By 2030, Ascott has set itself the goal of signing 150 LIV institutions and more than 30 thousand units (rooms and apartments).
Ascott has also announced that it wants to strengthen its digital offering, and that it will start with the lyf brand. The group considers itself keen to offer its clients the latest technology and immersive experiences. Created in collaboration with the College of Informatics and Information Technology of Singapore Temasek Polytechnic, lyf Innovation Lab’s mission is to explore, design and test immersive virtual reality and augmented reality technologies as well as digital experiences and universes. A first pilot is currently being tested in Singapore at the residence in the North. Other prototypes will then be developed at various brand organizations around the world. The uses of these tools can be very diverse, from the virtual organization of live stay visits, to the practice of a virtual tennis game that allows you to get to know other clients.
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