Ascott’s Citadines partners with ClassPass for global fitness collaboration

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.

Ascott has embarked on a global brand partnership between its Citadines brand and ClassPass to provide enhanced access to the world’s largest fitness platform.

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 GW.

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.”