Ascott reveals its new brand Lyf which will cater to millennial travelers. The brand aims to connect like-minded individuals of the millennial generation who mostly consists of technoprenuers and artists from music, media, and fashion industry.
"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," said Lee Chee Koon, Ascott Chief Executive.
The concept encourages people to interact through shared spaces or co-working areas to share ideas or simply enjoy social gatherings, according to News Asia. Koon said that a quarter of their customers consist of millenials and that the company is 'tailoring for this demographic' by providing them a new kind of environment that speaks freely their language and their characteristics.
"Lyf will provide global jetsetters and trendsetters with the opportunity to 'Live Your Freedom' in a dynamic environment and network with like-minded creatives to bring more ideas to life," Koon stated.
The co-living spaces that the new brand will provide is expected to grow in Australia, France, Germany, Indonesia, Japan, Malaysia, Singapore, Thailand and the United Kingdom, according to Breaking Travel News.
The Lyf brand is aiming to achieve a global target of 80,000 units by 2020 to cater for the growing number of traveler millennial all over the globe.
The nonconformist apartments will be handled and managed by 'Lyf Guards' who can be a millennial that is a tenant as well, community managers, bar keepers, problem solvers, and city and food guides.
Each communal has its own unique characteristic that will cater to different individuals who have their own unique interests. Each facilities will be connected where they can have social interactions and gatherings that promote sharing of ideas or simply making friends.
Lyf offers a variety of rooms depending on the tenant's taste. The apartments range from 'Big Bed' rooms, the studio type, to 'Two of A Kind' rooms, which is composed of two private rooms connected by the kitchen.
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