Ascott Conferred Business Superbrands Status in Singapore

Ascott, a leading serviced residence company, has been conferred the coveted Business Superbrands status in Singapore.

The accolade is presented to brands that have met the stringent standards set by the Superbrands organisation in the areas of achievement, innovation, market share, reputation and corporate social responsibility.

Brands are evaluated by Superbrands’ independent panel of marketing and branding experts as well as senior business leaders. Some of the notable brands that were accorded Business Superbrands status last year are SAP, IBM, Microsoft, Canon, SingTel and Singapore Airlines.

Mr Lee Chee Koon, Ascott’s Chief Executive Officer, said, “Being the first serviced residence company to be recognised as a Business Superbrand has further cemented Ascott’s position as the industry leader. Ascott pioneered Asia Pacific’s first international-class serviced residence with the opening of The Ascott Singapore along Scotts Road in 1984. We have since grown to be the world’s largest international serviced residence owner-operator. Our target is to increase our brand footprint to 40,000 apartment units globally by 2015.”

In Singapore, Ascott currently operates more than 700 apartment units in seven properties. Ascott opened Ascott Raffles Place, its premier serviced residence in Singapore, in 2008 after a S$60 million restoration effort. Ascott had carefully preserved unique features of the former Asia Insurance Building which was Southeast Asia’s tallest building in the 1950s while transforming it into Ascott Raffles Place. In 2009, Ascott brought its Citadines brand to Singapore with the opening of Citadines Mount Sophia. Citadines is an established chain of apart’hotels in Europe which Ascott acquired in 2002. Besides Ascott Raffles Place and Citadines Mount Sophia, Ascott also operates Somerset Bencoolen, Somerset Liang Court, Somerset Orchard, The Heritage and Riverdale Residence in Singapore. The company will be opening another prime serviced residence in the premier shopping and lifestyle district of Orchard Road in 2017.