SINGAPORE – The Ascott Limited (Ascott), the lodging business unit wholly owned by CapitaLand Investment (CLI), announced a global brand partnership between its Citadines brand and ClassPass, a monthly subscription service providing members access to the world’s largest fitness platform. This marks Citadines’ first global partnership with a fitness subscription service since the launch of its brand signature activ∞ (pronounced as ‘activate’) in 2022. This partnership is also ClassPass’ largest collaboration with a global hospitality partner.
Riding on the growing momentum of the wellness economy, the brand signature activ∞ is a curation of amenities and programmes to promote an active lifestyle among Citadines’ guests and to help them jumpstart city living. According to the Global Wellness Institute (GWI), a non-profit organisation, the wellness tourism market is forecast to more than double from 2022 to 2027, with dramatic spending increases from US$651 billion in 2022 to US$868 billion in 2023 and to US$1 trillion in 2024. Additionally, the global market for the physical activity industry is projected to grow at an annual rate of more than 6.7% from 2022, reaching US$1.4 trillion by 2027, as forecasted by GWI1.
As part of the partnership, guests of Citadines properties and members of Ascott’s global loyalty platform, Ascott Star Rewards (ASR), will enjoy upsized ClassPass new member benefits during a two-month campaign from 15 October to 14 December 2024 across various markets in Asia Pacific, France and the United Kingdom. These include a complimentary one-month membership for new ClassPass members to enjoy fitness classes at different studios, gyms and wellness centres within each market. In China, the campaign – which commenced on 26 September and runs until 30 November 2024 – offers ASR members discount codes to offset the cost of ClassPass sessions. In addition, ClassPass members in China who sign up as ASR members can receive a 75% discount on their first stay at any participating ASR properties.
Following this campaign, more Citadines properties across Asia Pacific will gradually be added to the ClassPass app, where fitness facilities such as the pool and gym will be made available for booking by ClassPass members. These initiatives with ClassPass are integral to activ∞, empowering guests to adopt an active lifestyle with amenities at their convenience, while being able to live, work and play seamlessly within each property and around the city.
Ms Tan Bee Leng, Chief Commercial Officer, Ascott, said: “In line with its brand tagline ‘For the Love of Cities’, Citadines aims to delight guests by showcasing the best of urban living and inspiring them to live, work and play in infinite ways through curated, unique stay experiences. As Ascott celebrates 40 years of hospitality in 2024 with our ‘Ascott Unlimited’ campaign, we are excited to announce this inaugural global brand partnership between Citadines and ClassPass to promote ‘activ∞ Unlimited’. This significant partnership underscores the strong ambitions of both brands, aimed at encouraging an active lifestyle by providing our guests and loyalty members with essential amenities and programmes conveniently accessible at their fingertips. It is a testament to Ascott’s commitment to continually enhancing and evolving our brand experiences. Ascott will continue to go ‘unlimited’ for our guests, empowering them to unlock a future of unlimited possibilities.”
The activ∞ Unlimited campaign features a wide range of fitness initiatives across Citadines properties globally. In addition to the partnership with ClassPass, more than 200 activations across over 73 Citadines properties worldwide took place over two months from 1 August to 30 September 2024, encouraging guests to embrace their fitness journey in the cities they love.
Under activ∞ Unlimited, amenities and signature programmes are specially curated at each Citadines property, catering to the unique characteristics of each city and addressing the needs of guests. Recent key programmes include a ColorFest Electric Night Run with Hyve Sports for guests at Citadines Bay City Manila in the Philippines; special stay packages with water sports activities for guests of Citadines Qingshanhu Hangzhou in China; and foosball tournaments across Citadines properties in Germany.
Meanwhile, across various Citadines properties in the United Arab Emirates (UAE), Oman, Indonesia, Thailand, Australia, the Philippines, China, Malaysia, and Singapore, the brand has also solidified partnerships with various fitness studios to offer guests classes such as yoga, Pilates, and body combat. Leisure hiking and cycling tours were also made available at Citadines properties in the UK and Vietnam.
In addition to activ∞, ‘For the Love of Coffee’ is another signature programme of Citadines, consisting of collaborations with local communities to deliver a unique coffee-inspired Citadines experience to guests, wherever they are. With International Coffee Week kicking off on 1 October 2024, Citadines properties globally will launch the CitadinesLovesCoffee campaign, with over 210 activities inviting coffee lovers to experience coffee-inspired activities underpinned by three themes:
Source: Global Wellness Institute: 2023 Global Wellness Economy Monitor.
The article Ascott activates Citadines brand experience via inaugural global partnership with ClassPass first appeared in TravelDailyNews International.
