Customers might be surprised to see two Ascott service apartments in the southern city of Guangzhou because of the company's unwritten rule to have only one residence under its flagship brand in each city.

But the company is making exceptions in China due to the nation's ballooning demand for high-end service apartments. It has opened two in Beijing, and now it is opening Guangzhou's second in the city's International Financial Center in September to supplement the existing apartment built in 2007.

"We believe the market is large enough to accommodate two Ascott largely because foreign businesses are flourishing here in the city," said Toh Poh Joo, area general manager of South China at The Ascott Limited.