Sunday, June 1, 2025

In an exclusive interview with Travel and Tour World, Vincent Miccolis, Managing Director of Middle East, Africa and Turkey, The Ascott Limited, shared deep insights into the company’s strategic ambitions, sustainable innovations, and alignment with regional tourism transformation—particularly in Saudi Arabia and the wider MEAT (Middle East, Africa, and Turkey) region.

Ascott is firmly positioning itself as a hospitality powerhouse across the MEAT region, accelerating its expansion with over 40 properties and 5,800 units either operational or under development. The group has set its sights on reaching 15,000 units by 2030, targeting a robust 20% year-on-year growth rate. This trajectory is no accident—it’s carefully aligned with the region’s national transformation agendas such as Saudi Vision 2030 and the UAE’s D33 Agenda, which are rapidly reshaping urban, business, and tourism landscapes.

Ascott’s growth is powered by its , blending the comfort of a home with the perks of hotel service—ideal for business travelers, long-stay guests, and digital nomads alike. This model has proven particularly successful in regions experiencing fast-paced urban development and evolving travel demand.

Ascott’s commitment to sustainability is deeply embedded in its operations, not treated as an optional initiative. Under its global sustainability framework Ascott CARES, the company operates on five key pillars—Community, Alliance, Respect, Environment, and Supply Chain. This framework guides its efforts across the MEAT region, including energy efficiency, water conservation, waste reduction, and sustainable design.

The results are both measurable and impactful. Regional properties have achieved Green Key certification, and many in the UAE, Qatar, and Bahrain have earned ISO 14001 and ISO 45001 certifications. These accolades not only reflect operational excellence but also reassure guests and partners that Ascott is committed to responsible, safe, and sustainable hospitality.

Ascott’s expansion in Saudi Arabia is a clear nod to the country’s ambitious tourism goals. With Vision 2030 aiming for 150 million annual visitors by the end of the decade, the hospitality sector is becoming a vital driver of economic growth and cultural exchange.

Ascott’s role in this transformation is both strategic and visible. Its Saudi portfolio includes Ascott Rafal Olaya Riyadh, Ascott Corniche Al Khobar, Somerset Downtown Al Khobar, and Citadines Abha—each uniquely positioned to serve key cities and traveler demographics. Looking ahead, Ascott will debut The Crest Collection in Riyadh, a brand inspired by cultural heritage and luxury living. This will be followed by further expansion into Jeddah, Makkah, and Madinah, especially to cater to religious tourism from Hajj and Umrah pilgrims.

By tailoring properties for long-stay guests, leisure travelers, and business professionals, Ascott is directly supporting Saudi Arabia’s goals of creating world-class infrastructure and guest experiences.

Miccolis noted a significant shift in traveler expectations, with more people seeking , community-driven experiences, and accommodation that reflects their evolving needs. To meet this demand, Ascott is expanding its portfolio with innovative concepts like and , both of which integrate local storytelling and heritage into the guest experience.

One of the most exciting developments is Ascott’s plan to bring its to the MEAT region. Designed for , lyf offers shared spaces, communal living, and curated programming—perfect for . With a global target of , the brand’s introduction in the Middle East and Africa could redefine regional accommodation for the mobile generation.

Operating across diverse geographies like comes with its share of hurdles—from differing regulatory environments to economic instability and cultural variance. However, Ascott views these not as barriers but as opportunities to learn, localize, and grow with authenticity.

By investing in strong , the group ensures adaptability and market sensitivity. Ascott’s strategy of self-operating properties allows it to respond quickly to changes and maintain consistent guest satisfaction, no matter the location.

Ascott’s in the coming years will focus on , where demand continues to soar due to massive government-backed investments in business, infrastructure, and tourism. At the same time, Ascott is eyeing across , where demand for flexible, upscale accommodation is steadily rising.

In terms of property types, Ascott is leaning into , long-stay formats, and lifestyle-led developments. With increasing demand from mobile professionals, international families, and experience-seeking travelers, the company is creating a portfolio that’s both diverse and future-ready.

Ultimately, Ascott’s success in the MEAT region is not just about numbers—it’s about , , and . Whether through its bold push into Saudi Arabia, its leadership in eco-conscious design, or its commitment to flexible living models, Ascott is proving that it’s not just adapting to the region’s evolution—it’s helping drive it.

With the MEAT region fast becoming a global tourism and business hub, Ascott’s thoughtful expansion is a powerful example of what hospitality can look like when it’s grounded in innovation, responsibility, and a deep respect for place.

Ascott is scaling fast across the Middle East, Africa, and Turkey (MEAT) region, with over 40 properties and 5,800 units in operation or development. We’re targeting 20% year-on-year growth for the next five years, to reach 15,000 units by 2030.

This momentum is driven by our ability to move in sync with the region’s transformation. We’re expanding in step with bold national visions like Saudi Vision 2030 and the UAE’s D33 Agenda—bringing flexible hybrid hospitality models that meet the needs of modern travellers and evolving cities alike. By combining the comfort of homes with the services of hotels, our model is built for blended travel, dynamic urban growth and both short-and-long stays – making it a natural fit for the MEAT region’s dynamic developments.

Sustainability at Ascott is not a side initiative—it’s fundamental to how we operate and grow. Through our global framework, , we embed responsible practices into every aspect of our business across the Middle East, Africa and Turkey. The programme is anchored on five core pillars: , and .

In the region, this translates into concrete action—from energy and water conservation, waste reduction, and eco-conscious design, to community engagement and staff sustainability training. Globally, we are proud to have received GSTC-Committed status, reinforcing our alignment with international sustainable tourism standards. Many of our regional properties have been awarded the Green Key certification, a globally recognised eco-label for sustainable hospitality. While properties in the UAE, Qatar, and Bahrain also attained ISO 14001 for environmental management and ISO 45001 for occupational health and safety—further affirming our commitment to responsible, safe operations.

The impact is measurable. We’ve seen reductions in resource usage, increased engagement from guests and teams, and growing interest from partners who prioritise sustainable hospitality. As we scale, we continue to ensure that sustainability isn’t just part of our offering—it’s part of our promise.

With Saudi Arabia’s Vision 2030 emphasizing tourism and hospitality, how is Ascott contributing to these national objectives, particularly in terms of property development and service offerings?

Tourism is a cornerstone of Saudi Arabia’s Vision 2030, driving economic diversification, job creation, and cultural renewal. With a target of 150 million visitors annually by 2030, the Kingdom is transforming its tourism landscape through its giga-projects, expanding religious tourism infrastructure in Makkah and Madinah, and enhancing connectivity and urban development across the country.

This scale of transformation calls for hospitality solutions that are adaptable, experience-led, and capable of serving a diverse mix of travellers — from long-stay professionals and business executives to leisure guests and religious pilgrims.

Ascott is proud to support this national vision by expanding our footprint and delivering modern, adaptable hospitality through our flex-hybrid model, which combines the comfort of serviced residences with the vibrancy of hotel living. Our developments are purpose-built to align with Saudi Arabia’s tourism ambitions and support new demand centres across the Kingdom.

Our portfolio in the Kingdom reflects our ambitions. In Riyadh, Ascott Rafal Olaya has been a flagship since 2017, while the upcoming Ascott Villas Riyadh brings a new level of serviced luxury tailored for extended stays. In Al Khobar, we operate Ascott Corniche Al Khobar and Somerset Downtown Al Khobar, both strategically located in the city’s prime business and leisure district. In Abha, Citadines Abha offers scenic, modern accommodation in the heart of the Asir mountains. We’ve recently signed an agreement to bring our first The Crest Collection property to Saudi Arabia, introducing our heritage-inspired luxury brand to Riyadh — a celebration of the Kingdom’s rich history and culture.

We are also actively looking to scale in Jeddah, a key Red Sea hub, and in the Holy Cities of Makkah and Madinah to serve the rising numbers of Hajj and Umrah visitors.

As the Saudi Arabia opens to the world, our ambition is to play a meaningful role in the Kingdom’s tourism evolution – delivering elevated guest experiences, creating local opportunities, and contributing to a more sustainable and globally competitive hospitality sector.

Guest expectations are continually evolving, especially with the rise of digital nomadism and lifestyle-oriented travel. How is Ascott adapting its services and property designs to meet these changing preferences in the Middle East and Africa?

There’s no one-size-fits-all guest anymore. People want spaces that reflect how they live and engage with them meaningfully – whether they’re digital nomads, business travellers, or leisure seekers.

We’re continuing to innovate and bring new accommodation offerings with brands like The Crest Collection and The Unlimited Collection, which bring local heritage and storytelling into the guest experience. In addition to The Crest Collection in Riyadh, Saudi Arabia we have signed the first The Crest Collection in the UAE which will be a beautiful resort in Marjan Island, Ras Al Khaimah.

Next, we’re hoping to bring lyf, our experience-led social living brand designed for the next-gen travellers, to the Middle East, Africa and Turkey region. With shared space design, community programming and lifestyle-led operations, lyf is gaining global traction, and we see strong potential for it across the MEAT region as we work toward our global target of 150 lyf properties by 2030.

Operating across diverse markets in the Middle East, Africa, and Turkey presents unique challenges and opportunities. What are some of the significant hurdles Ascott faces in these regions, and how are you addressing them to ensure consistent growth?

Each market has its own rhythm. Regulations differ, guest preferences vary, and economic cycles don’t always align. That said, we see these differences as opportunities, not obstacles.

We’ve built strong local teams and partnerships, which really help us navigate each market thoughtfully. And because we operate our own properties, we’re able to stay close to the ground and adapt quickly when things shift.

Looking ahead, what are Ascott’s investment priorities in the Middle East and Africa? Are there specific markets or segments you are focusing on to drive future growth?

We’re looking to scale our operations in Saudi Arabia and the UAE – these are key growth engines for us with surging business, culture and leisure investments. But we’re also looking at high-growth, underserved markets in Africa and Turkey that align with our long-term multi-typology strategy.

In terms of segments, we’re leaning into midscale and luxury, long-stay formats, and lifestyle-oriented brands. There’s growing demand in this region for accommodation that’s not just functional but also experience-driven – especially from younger mobile travellers, remote professionals, and relocating families. We want to cater for them.

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