Crafting unique stay experiences

Marking four decades in hospitality service, The Ascott Limited has firmly established itself as a global hospitality player and stalwart in the extended-stay sector. With a network of operationally ready teams, Ascott has deep in-market expertise and is able to tailor every detail, creating a residential atmosphere catered to the requirements of extended-stay guests. The company goes beyond standard hotel rooms by offering spacious living areas, fully-equipped kitchens, on-site amenities like laundry facilities and home-like experience away from home. 

As Ascott continues to expand its portfolio of accommodation that can cater to both short and extended stays, it remains dedicated in delivering an unparalleled experience that combines the comforts of home, elevated with the convenience of an exceptional suite of hotel services and facilities. “In addition, Ascott’s focus on innovation, sustainability, personalised service and a guest-centric approach sets us apart. Driving tech-forward hospitality, the company has launched a Generative AI-powered chatbot on DiscoverASR.com last year, to enhance the travel stages of planning and booking. Designed to play the role of a ‘travel buddy’ to guests, the chatbot is designed to provide travel insights and assist guests with itinerary planning. It is also able to provide round-the-clock customer support, answering routine queries and supporting our live chat agents,” says Country General Manager Hoshang Garivala.

REDEFINING INDIA'S SERVICED APARTMENT LANDSCAPE 
Sharing more on Ascott’s business model, Garivala shares, “Our core strength lies in a flexible serviced residence model. We go beyond traditional serviced apartments, offering a variety of options – serviced residences and apart-hotels – under established brands like Ascott, Oakwood, Somerset and Citadines.” The secret recipe, according to Garivala, is flexibility. “What truly sets us apart is the flexibility we offer. Guests can enjoy the comforts of apartment living with the convenience of hotel-like services, such as optional housekeeping, tailored to their preferences,” he explains. This flexibility not only enhances guest experience but streamlines operations. Garivala notes, “This allows us to operate with a lean staff structure, similar to a hotel, but with the benefit of controlled costs.” Indeed, Ascott’s efficient model, coupled with a robust supplier network across properties, optimises operations, positioning them perfectly to capture the evolving serviced apartment market in India. 

But Ascott’s success goes beyond flexibility. “Our success hinges on a deep understanding of the evolving Indian market. With nearly 1,000 rooms across key cities, we leverage our strong presence to champion sustainability through eco-friendly practices and green certifications,” asserts Garivala. Recognising the surging demand for serviced apartments, Ascott strategically expands into Tier I, Tier II cities, and popular tourist areas. Garivala emphasises, “This expansion, coupled with our diverse brand portfolio, allows us to cater to different budgets and preferences, ensuring we remain a leader in this dynamic market.”

NAVIGATING ASCOTT'S JOURNEY IN INDIA 
As the Country General Manager for Ascott in India, Garivala spearheads all operational and strategic initiatives to ensure the company’s success in the Indian market. This encompasses driving revenue and profitability through strategic planning and meticulous budget management. “I also lead business development efforts, expanding our portfolio and fostering new growth opportunities. Building strong relationships with key stakeholders, industry partners and local communities is another vital aspect of my role. Ultimately, I’m committed to leading Ascott’s journey in India by delivering exceptional service, pursuing strategic growth, and creating a vibrant hospitality experience for all our guests,” he informs.

ASCOTT'S EXPANSION STRATEGY 
Offering insights into Ascott’s market position and expansion plans in India’s burgeoning extended-stay sector. “Ascott has become a trusted name in hospitality globally,” Garivala states, reflecting on the company’s journey since pioneering Asia Pacific’s first international-class serviced residence in 1984. “With over 950 properties worldwide, spanning various accommodation types, Ascott is a testament to our commitment to excellence.” 

In India, the extended-stay sector is witnessing robust growth, with the company’s footprint expanding following the acquisition of Oakwood. “We now offer nearly 1,000 rooms in key Indian cities,” Garivala reveals, highlighting presence in Chennai, Bengaluru, Hyderabad, Pune, Goa and Gurugram.

To further cement its position in India’s competitive extended-stay market, Ascott is executing a multi-faceted expansion strategy. “Expansion is at the core of our growth strategy. We have 18 projects under development, strategically positioned in metro and Tier I and II cities.” Emphasising on the importance of a strengthened development team, dedicated to identifying and securing opportunities, he shares, “Our team is instrumental in driving brand expansion.”

CRAFTING UNIQUE STAY EXPERIENCES 
Shedding light on Ascott’s strategy to differentiate its serviced residences and extended-stay offerings in the competitive hospitality market, Garivala says, “As the hospitality landscape evolves, we are committed to crafting branded stay experiences that resonate with our guests.” He highlights Ascott’s focus on brand management, leveraging its portfolio of brands to deliver unique experiences. “Through our Brand360 exercise, we refine our brand stories and signatures to curate experiences that align with emerging travel trends,” Garivala explains. This strategic initiative bolsters brand equity and sustains Ascott’s growth momentum.

MEETING THE DYNAMIC NEEDS OF MODERN TRAVELLERS 
“As traveller preferences evolve,” Garivala begins, “Ascott prioritises adapting its services to seamlessly cater to both segments.” He highlights the shift towards transient stays in serviced apartments, noting the growing demand from corporate short stay and leisure segments. Garivala explains how Ascott’s flex-hybrid hotel-in-residence model enables agility and adaptability, catering to varying lengths of stays and guest profiles. “Our model offers the convenience of hotel services with the flexibility of a serviced apartment,” he elaborates.

Garivala underscores Ascott’s commitment to providing a sense of home away from home. “Seamless check-in processes and spacious rooms with dedicated workspaces cater to both leisure and corporate travellers,” he states. Additionally, Ascott’s sustainability initiatives, reflected in GSTC certification, resonate with eco-conscious guests. To elevate guest experience further, Ascott offers on-site restaurants and bars, ensuring a luxurious stay comparable to a five-star hotel. “By combining these elements,” shares Garivala, “Ascott fosters a welcoming and adaptable environment that caters to the ever-evolving requirements of modern travellers.”