{"id":208887,"date":"2025-10-06T15:11:21","date_gmt":"2025-10-06T13:11:21","guid":{"rendered":"https:\/\/www.voyages-d-affaires.com\/?p=208887"},"modified":"2025-10-07T09:49:03","modified_gmt":"2025-10-07T07:49:03","slug":"city-cars-bar-200-establishments","status":"publish","type":"post","link":"https:\/\/www.voyages-d-affaires.com\/en\/city-cars-bar-200-establishments","title":{"rendered":"Citadines: towards the symbolic 200-store mark"},"content":{"rendered":"

With almost 130 establishments today, and the promise of more than 200 in the very near future, the Citadines brand is buoyed by strong momentum around the world, with upcoming openings in 18 new key cities such as Liverpool, Marrakech, Tangiers and Kuwait City. Not to mention its development in key new urban centres in China such as Changshu, Dalian, Nanjing, Shenzhen and Tianjin.<\/p>\n\n\n\n

Launched in France in 1984, then taken over by Singapore's Ascott group in 2004, the long-stay brand has gradually extended its network beyond Europe, making Asia-Pacific its stronghold, with 70 % of its aparthotels, compared with 20 % in Europe. This is complemented by a growing presence in the Middle East, Africa and Turkey. \" Citadines is now Ascott's largest and one of its fastest growing brands, reflecting its global appeal to travellers. <\/em>\"said Bee Leng Tan, Ascott's Chief Commercial Officer.<\/p>\n\n\n\n

The repositioning of the long-stay brand, which began three years ago, has played its part in this accelerated pace, with a new, more contemporary spirit, in line with the bleisure trend and the expectations of leisure customers. It's a move that has since led to the signing of more than 50 new establishments, and which is now taking shape in Europe, not only with new apparthotels in tune with the times, but also with the renovation and upgrading of its flagship establishments in Paris and London.<\/p>\n\n\n\n

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Citadines Almaz Casablanca<\/figcaption><\/figure>\n\n\n\n
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Citadines Hongkou Plaza Shanghai\u00a0<\/figcaption><\/figure>\n<\/figure>\n\n\n\n

But this zeitgeist isn't the whole story, and other elements have been added to the mix, notably a model that facilitates rebranding. As in the traditional hotel business, conversion is fuelling the growth of the world leader in long-stay hotels. Nearly two-thirds of its openings this year have been based on the conversion of existing establishments, such as the Citadines City Centre Liverpool, which opened last June and was rebranded in just over three months. At the same time, a quarter of the new projects signed involve conversions.<\/p>\n\n\n\n