It will manage hotels at Stamford Bridge and offer exclusive experiences for members of its rewards programme.
LONDON – Chelsea fans will be thrilled after Singapore-headquartered hospitality group The Ascott Limited secured a tie-up with their favourite football club.
One compound set to be open for guest bookings for the first time is a luxurious wood-panelled cottage at Chelsea’s Cobham training grounds in the countryside outside London, built by past owner Roman Abramovich and now used for club events. Guided stadium tours and commemorative co-branded merchandise will also be available in limited quantities.Ascott, the lodging business unit of CapitaLand Investment, will become the presenting partner of Chelsea’s flagship global fan tour, the Famous CFC, in two international markets.
“People are looking for authentic immersive experiences, and when we looked at the whole spectrum of experiential travel, we found sports tourism to be one of the most robust segments in terms of that strong mass appeal,” Ms Tan said.Getting feedback from guests with disabilities among efforts to make hospitality group more inclusive
Mr Kevin Goh, chief executive of Ascott and CapitaLand Investment Lodging, also said Ascott expects franchise management to be its next pillar of growth in Europe, where market conditions are conducive for this business segment. In addition, some of its existing properties are set to be renovated and rebranded.
These new deals will boost Ascott’s portfolio in Europe by 14 per cent to about 8,000 units across six brands, the firm said.
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