Ascott unveils Somerset brand refresh to reinforce commitment as a leading sustainable lodging player

  • Date: 29-Nov-2022
  • Source: Zawya
  • Sector:Retail
  • Country:UAE
  • Who else needs to know?

Ascott unveils Somerset brand refresh to reinforce commitment as a leading sustainable lodging player

- Refreshed Somerset brand features new experiences anchored in sustainable travel for multigenerational families, implemented across its seven properties in Middle East, Africa, Turkey and Central Asia

Dubai, UAE – The Ascott Limited (Ascott), a lodging business unit wholly owned by CapitaLand Investment, unveiled its refreshed hospitality brand, Somerset. A brand that champions inclusivity and sustainability, Somerset embraces harmony within individuals, with families and in the environment. This brand refresh follows Ascott’s recently announced Ascott CARES, a sustainability framework that aligns Ascott’s growth strategy with environmental, social and governance (ESG) considerations. The refresh of the Somerset brand serves as another milestone to mark Ascott as one of the first hospitality groups to be conferred Recognised Standard status by the Global Sustainable Tourism Council.

As the second largest brand within Ascott’s global portfolio, the Somerset brand is present across 70 properties, including seven in the Middle East, Africa, Turkey and Central Asia, all of which are in the process of implementing upgrades to reflect the refreshed brand.

Ms Tan Bee Leng, Ascott’s Managing Director for Brand & Marketing, said: “Sustainable travel has gained prominence in recent times as travellers become more socially conscious and aware of their environmental footprint. We are witnessing a returning