Ascott has launched its newest accommodation concept which is aimed at millennials called Lyf.
The brand is "designed for and managed by millennials who wish to experience destinations as locals do", a company statement said.
The statement also said the properties will be designed to facilitate interaction between guests, with communal spaces and co-working areas that can be transformed into zones for workshops or social gatherings.
Ascott said millennials already form a quarter of its customers.
Its chief executive officer Lee Chee Koon said: “Millennials already form a quarter of Ascott’s customers and this segment is poised to grow exponentially. Lyf offers accommodation tailored for this demographic, including technopreneurs, start-ups and individuals from music, media and fashion. We do not define millennials by age but instead they are a social generation who crave discoveries and desire to be part of a community."
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The residence will offer a range of apartment layouts from ‘Big Bed’ rooms (studios) to ‘Two of a Kind’ rooms (twin rooms) – two private rooms with a shared kitchen.
Hoteliermiddleeast.com contacted Ascott's press office to know when Dubai or the Gulf region would receive its first Lyf properties. Watch this space…
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