Ascott to open 20 new Citadines hotels by end-2026
Franchise-led growth expected to drive the upper-midscale brand’s continued global expansion
[SINGAPORE] With more than 200 Citadines hotels under its belt, Ascott on Wednesday (Sep 24) said it plans to open 20 more properties under the upper-midscale brand by end-2026.
The upcoming launches include Citadines on the Pier Hobart in Australia, Citadines Vue Aston Phnom Penh in Cambodia, as well as Citadines Hongkou Plaza Shanghai and Citadines Huadu Guangzhou in China.
Slated to open in the second half of 2026, Citadines Hongkou Plaza Shanghai will operate under a franchise agreement, and will bring the total number of Citadines properties in the Tier-1 Chinese city to about 10.
Ascott’s Citadines portfolio currently stands at 205 properties with about 35,000 units worldwide. Of these, 127 properties, or more than 60 per cent, are already operational.
Since a brand refresh three years ago, Ascott – the lodging arm of CapitaLand Investment – has signed more than 50 Citadines hotels, about a quarter of which were existing hotels rebranded under the Citadines flag.
Rebranding existing hotels has allowed the company to accelerate market entry. Such conversions accounted for 61 per cent of Ascott’s unit openings globally in the first seven months of 2025.
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The 175-unit Citadines Antasari Jakarta opened just three weeks after conversion in August 2025, while Citadines City Centre Liverpool completed its transformation in three months before opening in June 2025.
Franchising is also a significant growth driver for the brand. Citadines now has 15 franchised properties comprising some 2,000 units across its operating and pipeline portfolio.
In China, four out of five signings this year were franchise agreements, including for Citadines Universiade Centre Longgang Shenzhen, which is slated to open in November – just eight months after the deal.
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The brand also made its debut in Morocco this year with Citadines Almaz Casablanca, opened under a franchise agreement signed in late 2024. The property houses 61 studio and one-bedroom apartments.
Citadines’ growth comes amid a resilient upper-midscale hospitality segment, which has consistently outperformed both before and after the Covid-19 pandemic, offering more predictable returns supported by strong brand recognition, streamlined operations and a flexible customer base, said Ascott.
Valued at US$115.2 billion in 2024, the broader midscale hotel market is projected to grow at a 6.8 per cent compound annual growth rate to 2033, driven by rising disposable incomes and growing demand for value-driven accommodation.
Against this backdrop, Ascott sees opportunities to expand Citadines through its flexible model and franchise strategy.
Serena Lim, chief growth officer at Ascott, said that Citadines’ flexible model, which supports both short and extended stays, appeals to owners.
She added that the brand’s franchise model, which is conversion-friendly and operationally efficient, allows partners to enter markets faster and will become a key driver of Citadines’ global expansion.
Additionally, Citadines is moving beyond urban centres to include resort destinations. This includes Citadines Selavia Phu Quoc in Vietnam launching in 2027 and Citadines Mactan Cebu Resort in the Philippines opening in 2028.
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