Saturday June 7, 2025
Hospitality changes – and Ascott is at the heart of this transformation. Through the Middle East and Africa, something fat takes place. It is no longer just rooms. These are living concepts designed for a new type of traveler. Think of digital nomads chase sunsets and signals. Think of lifestyle travelers looking for the community, creativity and comfort in a transparent experience.
Ascott redefines what it means to stay somewhere. But how? And why now? While the cities of the Middle East and Africa evolve quickly, the demand for flexibility and connection becomes stronger. This is where these new daring living concepts come in.
They are not hotels. They are not houses. They are something between the two and completely unique. From architecture to energy, everything has been designed for the way modern nomads live and move.
Curious? You should be. It’s not just another travel trend. It is a change of lifestyle. And Ascott opens the way.
Ascott directs the SHIFT hospitality while the Middle East and Africa embrace digital nomadism and lifestyle travel
The way people travel change quickly. And the places they choose to stay evolve even faster.
Through the Middle East and Africa, a quiet revolution is underway – led by travelers who want more than just a room. They want stays focused on the goal. They want a local culture, a flexible conception, shared experiences and dynamic and connected spaces. They want to live, not just lodge.
Ascott leads this charge. And it does not only respond to change. This creates the plan for what hospitality will look like in this new era.
The rise of the traveler without temple
The time of unique hospitality is over. Today’s travelers do not want a standard. They want personally. They want to stay somewhere that reflect the way they live – and where they can connect with people, places and goal.
Digital nomads working at a distance through the continents, including solo adventurers hunting the next lifestyle hotspot, the demand for new types of accommodation is skyrocketing. And this is not a trend. It’s the future.
Ascott embraces this evolution head -on through the Middle East,, AfricaAnd Türkiye.
New brands, new experiences, new daring thought
Ascott reshapes its regional presence with fresh brands and led by experience that resemble communities than hotels.
Enter The Crest collection And The unlimited collection—The marks of flagship heritage of Ascott. These properties are not only housing. These are cultural accounts. Everyone is designed around local stories, architecture and atmosphere.
In RiyadhAscott is preparing to launch the Crest collection – marking an important step for heritage luxury in Saudi Arabia. At the same time, the brand is developing in Ras Al Khaimah in the United Arab Emirateswith a superb station Marjan Island This promises a deeper and more significant journey.
These are properties that offer more than comfort. They offer a connection. Culture. Emotion. And they establish a new standard for regional hospitality.
Next-generation with Lyf
Ascott does not stop at Boutique Heritage. It is also daring on the future of community -oriented trips with lyf (pronounced “life”) – A brand of lifestyle constructed specifically for digital natives and revolutionary travelers.
Lyf properties are designed for young people in the heart-co-vivant, co-working and co-creating all under one roof. With flexible rooms, shared social kitchens, creative fairs and organized events, these properties do not only welcome guests – they build communities.
The goal? 150 Lyf properties worldwide by 2030– And the Middle East, Africa and Turkey are then online.
Why is it important? Because the region emerges as a magnet for workers independent of the location, digital entrepreneurs and travelers of the Z generation who want to create memories while building their careers.
A perfect adjustment for the rapid growth of the region
Governments in the meat region are investing billions in tourism, infrastructure and urban transformation. Projects like Saudi vision 2030,, D33 water agendaAnd The movements of the intelligent city of Africa change everything.
With booming technological sectors, flexible visa patterns and the sun all year round, countries like water, Saudi Arabia, Morocco and Egypt become hot spots for mobile professionals and lifestyle travelers.
But this growth needs a fast, flexible hospital model and lifestyle.
Ascott offers exactly that.
The social design that feels at home, works like an office and plays like a community
People no longer only want Wi-Fi. They want shared workspaces that inspire. Local food, they can cook in community kitchens. Roof terraces used as yoga terraces or podcast studios.
The Lyf d’Ascott model offers all of this, without compromising comfort or safety. It gives travelers the freedom to stay for a weekend, a month or even a year. His work meets game games and this is what makes the brand so powerful in the boom of post-pandemic trips today.
While work at a distance continues to lead a life without borders, Lyf emerges as the unavoidable hospitality experience in each city ready for the future.
Build a human connection in a digital world
At the heart of the new wave of Ascott hospitality is a simple idea: connection.
The trip no longer consists in escaping. This is the commitment. Travelers today want belong. They want local stories, authentic moments and shared experiences that stay with them long after the box.
Ascott’s commitment to Community programming– Local food markets with design workshops and sustainability discussions – customers are not content to go through a city. They are part of it.
This emotional link is what makes the brand’s long -term loyalty. This transforms the guests into defenders, remains into stories and properties into discovery platforms.
The figures do not lie: the demand increases
According to global travel analysts, 70% of millennials and travelers of the Z generation Now prioritize the cultural connection and the community when choosing adaptation. In the meantime, digital nomad populations should double by 2030, the Middle East and Africa ranking among the 5 best regions for the migration of workers remotely.
The accent put by Ascott on Lyf and its lifestyle marks directly addresses this swelling market – offering options that reflect a real life, not hotel models.
And it’s not just a lifestyle. It is an intelligent commercial decision, anchoring Ascott’s growth in some of the most dynamic tourist economies in the world.
Conclusion: Ascott does not follow trends – she leads them
While the Middle East and Africa continue to reinvent itself for a global audience, hospitality must follow suit. Fast. Travelers no longer accept traditional registration / payment models. They want more, and they want it now.
Ascott listens. But more than that, it acts – with a daring design, flexible spaces and culturally rich guest trips.
Whether it’s the launch The Crest collection in the heart of Riyadh or preparing the scene for lyf On the island of Marjan and beyond, Ascott shows the world what hospitality looks like when he really reflects life.
The future of the trip is personal. Social. Determined.
And with Ascott, this future has already arrived.
