The Ascott Limited, a leading international lodging owner-operator, has announced a major expansion of its European footprint with the signing of seven new properties – five in Vienna, Austria and two in Seville, Spain.
The move strengthens Ascott’s presence in key business and leisure hubs and underscores its commitment to growth across the continent.
Strategic Growth in Vienna and Seville
The new additions bring Ascott’s European portfolio to 64 properties across 26 cities in 10 countries, spanning both operational and pipeline assets. In Vienna, the five signings will add 750 rooms, complementing the group’s existing presence with Citadines South Vienna, lyf Schönbrunn Vienna, and Somerset Schönbrunn Vienna.
Among the Vienna openings is a second lyf-branded hotel, slated for launch in late 2026 in the city’s 15th district. The lyf concept – designed for next-gen travellers and digital nomads – emphasises co-living, community spaces, and flexible layouts tailored to modern lifestyles.
In Seville, Ascott will debut with a 250-room lyf hotel and a 120-room Somerset property, both part of the ambitious Lagoon City Seville development. Scheduled to open by end-2028, the 12.5-hectare mixed-use complex will feature a convention centre, 18,000-sqm lagoon, 18-hole golf course, residential units, and a vibrant hospitality offering including restaurants and bars—positioning it as a future magnet for business events and corporate retreats.
Paris Debut and Broader Brand Strategy
Earlier this month, Ascott also marked its entry into France with the opening of lyf Gambetta Paris, a 140-room property that blends urban flair with community-driven design. The launch reflects Ascott’s multi-brand strategy, which includes lyf, Somerset, Citadines, Oakwood, Quest, The Unlimited Collection, and The Crest Collection – each catering to distinct traveller profiles and business needs.
A Resilient Market with Long-Term Potential
Ascott CEO Kevin Goh described Europe as a “cornerstone” of the group’s global growth strategy, citing its resilient tourism fundamentals and fragmented supply of branded assets. “We see strong demand for quality extended-stay and lifestyle accommodations, especially in cities with robust business travel and MICE activity,” he said.
The expansion aligns with broader trends in corporate travel, where flexibility, design-forward environments, and integrated services are increasingly valued by travel managers and business guests alike.
Ascott’s latest signings signal a confident push into high-potential markets, offering business travellers more choice, comfort, and connectivity across Europe’s evolving hospitality landscape.