All aparthotels under the Lyf – meaning ‘live your freedom’ – brand will feature communal spaces with film projection screens, foosball tables, hammocks and giant ball pits.
Visitors will be able to check in and out online, but each property will be staffed by millennial-aged ‘Lyf Guards’ to help with travel tips and organise workshops.
Lee Chee Koon, Ascott’s chief executive officer, said: “Millennials already form a quarter of Ascott’s customers and this segment is poised to grow exponentially.”
The Singapore-based company is the latest hospitality group after Accor and Ennismore to tap in to the booming millennial market.
Generation Y will account for more than half the workforce by 2020, with travellers in their 20s and 30s currently spending more than $200bn annually.
Ascott is aiming to open 10,000 Lyf units by 2020 by targeting city sites in countries including the UK, Australia, France, Germany and Japan.
The company currently operates over 29,000 serviced apartment units worldwide under the Ascott, Citadines and Somerset brands, and is aiming to grow to 80,000 units by 2020.