Saturday, June 7, 2025

Hospitality is changing—and Ascott is at the heart of that transformation. Across the Middle East and Africa, something bold is unfolding. It’s not just about rooms anymore. It’s about living concepts designed for a new kind of traveler. Think digital nomads chasing sunsets and signals. Think lifestyle travelers seeking community, creativity, and comfort in one seamless experience.

Ascott is redefining what it means to stay somewhere. But how? And why now? As cities in the Middle East and Africa evolve fast, the demand for flexibility and connection grows louder. That’s where these bold new living concepts come in.

They’re not hotels. They’re not homes. They’re something in between—and completely unique. From the architecture to the energy, everything has been designed for the way modern nomads live and move.

Curious? You should be. This isn’t just another travel trend. It’s a lifestyle shift. And Ascott is leading the way.

The way people travel is changing fast. And the places they choose to stay are evolving even faster.

Across the Middle East and Africa, a quiet revolution is underway—led by travelers who want more than just a room. They want purpose-driven stays. They want local culture, flexible design, shared experiences, and vibrant, connected spaces. They want to live, not just lodge.

is leading that charge. And it’s not just responding to change. It’s creating the blueprint for what hospitality will look like in this new era.

Gone are the days of one-size-fits-all hospitality. Today’s travelers don’t want standard. They want personal. They want to stay somewhere that reflects how they live—and where they can connect with people, places, and purpose.

From digital nomads working remotely across continents, to solo adventurers hunting out the next lifestyle hotspot, the demand for new kinds of accommodation is skyrocketing. And it’s not a trend. It’s the future.

Ascott is embracing this evolution head-on across the , , and .

Ascott is reshaping its regional presence with fresh, experience-led brands that feel more like communities than hotels.

Enter and —Ascott’s flagship heritage brands. These properties aren’t just accommodations. They’re cultural narratives. Each one is designed around local stories, architecture, and atmosphere.

, Ascott is preparing to launch The Crest Collection—marking a major milestone for heritage luxury in Saudi Arabia. At the same time, the brand is expanding into in the , with a stunning resort in that promises a deeper, more meaningful kind of travel.

These are properties that offer more than comfort. They offer connection. Culture. Emotion. And they’re setting a new standard for regional hospitality.

Ascott isn’t stopping at boutique heritage. It’s also going bold on the future of community-focused travel with (pronounced “life”)—a lifestyle brand built specifically for digital natives and boundary-breaking travelers.

lyf properties are designed for the young at heart—co-living, co-working, and co-creating all under one roof. With flexible room layouts, shared social kitchens, creative lounges, and curated events, these properties don’t just host guests—they build communities.

The goal? —and the Middle East, Africa, and Turkey are next in line.

Why does that matter? Because the region is emerging as a magnet for location-independent workers, digital entrepreneurs, and Gen Z travelers who want to build memories while building their careers.

Governments across the MEAT region are investing billions in tourism, infrastructure, and urban transformation. Projects like , , and are changing everything.

With booming tech sectors, flexible visa schemes, and year-round sun, countries like the UAE, Saudi Arabia, Morocco, and Egypt are becoming hotspots for mobile professionals and lifestyle travelers.

But that growth needs a hospitality model that’s fast, flexible, and lifestyle-first.

Ascott is delivering exactly that.

People don’t just want Wi-Fi anymore. They want shared workspaces that inspire. Local food they can cook in community kitchens. Rooftop terraces that double as yoga decks or podcast studios.

Ascott’s lyf model delivers it all—without compromising on comfort or security. It gives travelers the freedom to stay a weekend, a month, or even a year. It’s work meets play meets purpose—and it’s what makes the brand so powerful in today’s post-pandemic travel boom.

As remote work continues to drive borderless living, lyf is emerging as the must-have hospitality experience in every future-ready city.

At the heart of Ascott’s new wave of hospitality is one simple idea: connection.

Travel is no longer just about escape. It’s about engagement. Travelers today want to . They want local stories, authentic moments, and shared experiences that stick with them long after checkout.

Ascott’s commitment to —from local food markets to design workshops and sustainability talks—ensures guests don’t just pass through a city. They become part of it.

This emotional link is what builds long-term brand loyalty. It turns guests into advocates, stays into stories, and properties into platforms for discovery.

According to global travel analysts, now prioritize cultural connection and community when choosing accommodations. Meanwhile, digital nomad populations are expected to double by 2030, with the Middle East and Africa ranking among the top 5 regions for remote worker migration.

Ascott’s focus on lyf and its lifestyle brands directly addresses this swelling market—offering options that reflect real lives, not hotel templates.

And it’s not just a lifestyle play. It’s a smart business move, anchoring Ascott’s growth in some of the world’s most dynamic tourism economies.

As the Middle East and Africa continue to reinvent themselves for a global audience, hospitality needs to follow suit. Fast. Travelers no longer accept traditional check-in/check-out models. They want more, and they want it now.

Ascott is listening. But more than that, it’s acting—with bold design, flexible spaces, and culturally rich guest journeys.

Whether it’s launching The Crest Collection in the heart of Riyadh or preparing the stage for lyf in Marjan Island and beyond, Ascott is showing the world what hospitality looks like when it truly reflects life.

The future of travel is personal. Social. Purposeful.

And with Ascott, that future has already arrived.