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ASAP Operator Member The Ascott Limited (Ascott) today announced several major milestones in the European market as it accelerates its global expansion strategy.

These include the addition of six new properties to its European portfolio, marking the debut of The Unlimited Collection brand and expansion of the lyf brand in the region.

These new signings will boost Ascott’s portfolio in Europe by 14% to about 8,000 units across six brands, and extend Ascott’s presence in the region to 29 cities from 24.

The five new cities are Colmar in France, as well as Edinburgh, G;asgow, Leicester and Manchester in the UK.

Ascott has also announced a strategic multi-year partnership with Chelsea Football Club, becoming the Official Global Hotels Partner of the English Premier League club. As part of this global partnership, Ascott will assume management of the 232-unit stadium hotels at London’s Stamford Bridge, home of Chelsea, later this year.

To be rebranded as lyf Stamford Bridge London in later 2025, the property will be an anchor showcase of Ascott’s hospitality to Chelsea fans from around the world.

Embargoed_News Release_Ascott checks in with Chelsea FC Global Hotels partnership