Ascott redefines business travel for millennials

Serviced resident provider Ascott has unveiled its latest brand, Lyf, aimed at and managed by millennial travellers wanting to ‘live like a local’.

The Ascott Limited unveils new brand \'Lyf\'
Serviced apartment brand The Ascott Limited has unveiled its newest brand, Lyf (live your freedom), designed for and managed by millennial-minded travellers. 

Living like a local

The accommodation appeals to travellers wanting to ‘live like a local’ as well as technopreneurs, digital nomads and start-ups. Each individual Lyf property is set to provide the perfect space for collaboration and community living and will appeal to adventure seekers too. The ‘Connect’ community spaces are set to be the defining feature of Lyf properties, designed to promote connections between guests. The zones provide a versatile space transforming from co-working to social event areas. Communal facilities including gym equipment, foosball, movie screens, hammocks, the ‘Wash & Hang’ Laundromat and giant ball pits are also available.At the heart of the space is the ‘Bond’ kitchen, where guests can prepare home-cooked meals and socialise and learn about global cuisines from other residents.Lyf will offer a range of apartment layouts from ‘Big Bed’ studios to ‘Two of a Kind’ private rooms with a bathroom and kitchen shared between two guests. Groups can opt for ‘All Together’ business suites with smart display screens for video conferencing and a large table for collaborative working or dining.

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Automated check-in and out

The properties will leverage technology to automate processes such as check-in and check-out. Selected Lyf residences will have a fully mobile-enabled check-in process, removing the need for a check-in area and giving guests total freedom. Lyf properties will be managed by Lyf Guards, millennials who may be residents themselves, local experts, community managers, city and food guides, bar keepers, hackathon or workshop organisers, and problem solvers all rolled into one.The size of the millennial travel market is expanding rapidly and the generation of tech-savvy individuals in their twenties and thirties will account for more than half the workforce by 2020. With millennial travellers spending more than US$200 billion annually, Lyf allows Ascott to further cater to the growing demand of the millennial market. The launch of the new brand comes on the back of a year of remarkable growth for Ascott with more than 10,000 units added globally.Mr Lee Chee Koon, Ascott’s Chief Executive Officer, said, "Millennials already form a quarter of Ascott’s customers and this segment is poised to grow exponentially. Lyf is a unique accommodation tailored for this demographic, including technopreneurs, start-ups and individuals from music, media and fashion. Lyf will provide global jetsetters and trendsetters with the opportunity to ‘Live Your Freedom’ in a dynamic environment and network with like-minded creatives to bring more ideas to life."Most importantly, they can be assured of a consistent quality in products and services, given Ascott’s track record in managing award-winning properties worldwide. With the rising trend of co-living and co-working, Ascott aims to have 10,000 units under the Lyf brand globally by 2020."

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