Thursday, February 29, 2024
Ascott Unlimited, a comprehensive array of initiatives symbolizing Ascott’s four-decade journey in the hospitality sector, was officially launched today by The Ascott Limited (Ascott), a wholly owned subsidiary of CapitaLand Investment (CLI). The unveiling took place at the Southeast Asia debut of the Asian Hotel Industry Conference & Exhibition (AHICE) 2024 held in Singapore. This launch marks a significant milestone for Ascott as it embarks on a new era of limitless opportunities amidst a rapidly evolving global landscape and shifting paradigms of travel. AHICE SEA 2024, a premier platform for development, investment, and operations discussions, saw participation from prominent stakeholders in Southeast Asia’s hospitality sector, collectively overseeing assets exceeding US$500 billion.
Ms. Tan Bee Leng, Ascott’s Chief Commercial Officer, was the one to introduce ‘Ascott Unlimited’ during AHICE SEA 2024.
Ascott’s journey began in 1984 with the inauguration of Asia Pacific’s pioneer serviced residence, The Ascott Singapore. Since then, the company has expanded its footprint, fostering its own distinctive brands and strategically acquiring assets to accelerate its global presence. Presently, Ascott operates approximately 950 properties spanning over 220 cities worldwide, boasting a diversified portfolio comprising 14 renowned brands. Through an asset-light approach, Ascott aims to surpass S$500 million in fee earnings by 2028.
Renowned for its leadership in corporate extended stay accommodations, Ascott has now ventured into the transient leisure market, redefining the concept of global living. By adapting its business model to the flex-hybrid “hotel-in-residence” concept, Ascott is positioned for unprecedented growth. In 2023, the company achieved record-breaking fee earnings of S$331 million alongside its highest number of property openings, totaling nearly 9,600 operational units.
Mr Kevin Goh, Chief Executive Officer for Ascott and CLI Lodging, said: “The journey in the evolution of Ascott’s business is a natural one. We have spent the last four decades building the relationship we have with our guests, owners, and partners. We have put in significant investment to develop systems and infrastructure to support our growing business. We have been nurturing a culture of hospitality amongst our associates. Laying the foundation through disciplined growth over the years now paves the way for us to ensure that Ascott will continue to be that preferred accommodation of choice for our guests. We remain committed to quality growth and partnership with our owners and investors for the decades to come.”
“In a world that is changing, we recognise the importance for Ascott to stay relevant and in tune with what travellers look for. There is no better time than now, to push boundaries and go beyond for our future. Our legacy of successes has seen us through growth trajectories where we doubled in units every five years since 2008. Several transformative deals have fuelled Ascott’s position in the hospitality industry amongst established players. 2024 will be our launchpad – one that will propel Ascott into an era of greater ambition, as we go unlimited. Unlimited with enhanced value for our owners, unlimited with myriad experiences for our guests, and unlimited with growth opportunities for our associates,” added Mr Goh.
Ascending beyond conventional boundaries, Ascott is embarking on a revolutionary journey towards boundless possibilities for its guests, owners, partners, and associates. Guided by four fundamental pillars, Ascott Unlimited is set to redefine the hospitality experience:
Limitless Opportunities
Expanding its global presence, Ascott not only enhances value for owners and investors but also fosters career advancement for associates.
Limitless Choices
With a diverse array of brands under its umbrella, Ascott offers guests an abundance of stay options tailored to their specific travel needs, regardless of the destination.
Limitless Freedom
Through its innovative flex-hybrid hotel-in-residence model, Ascott grants owners unprecedented flexibility to unlock potential, while granting travelers unparalleled freedom to tailor their stays according to their preferences.
Limitless Good
Rooted in a culture of care and hospitality, Ascott is committed to driving positive change in the industry through innovation, growing responsibly with an unwavering commitment to shaping the future of travel.
Ms Tan Bee Leng, Chief Commercial Officer, Ascott said: “Ascott has been at the frontier of providing serviced living for 40 years now. In recent years, we have been accelerating our journey in the hospitality space. Through listening to our guests and clients, as well as internal surveys conducted with our associates from around the world, we saw Ascott’s 40th anniversary milestone as an unprecedented opportunity to share the profound changes that the company has gone through. As we mark Ascott’s corporate coming of age, this is a timely occasion for us to celebrate our present, while shining a light to the future.”
“Building on our foundation in an increasingly blended world of travel, Ascott is breaking new ground so our guests can work, stay, and play even better. With Ascott Unlimited, we are offering our guests more experiences for their next stay, with more value to enjoy, underpinned by our purpose to make a meaningful difference to travel – tomorrow and beyond. As we go Unlimited, we are excited to be launching initiatives that have been curated to deliver one-of-a-kind stay experiences for our guests. This will be exemplified in everything we do – from free night stays and complimentary membership tier upgrades to signature experiences and programmes unique to each brand. All to ensure our guests unlock a gateway to unlimited possibilities, wherever they are in the world,” Ms Tan added.
Launching the Ascott Unlimited initiative, a captivating brand film poses the question: “Can we have everything, everywhere, all at once when we travel?” This thought-provoking film sets the stage for a year filled with boundless possibilities.
To commemorate this significant milestone, a dedicated campaign microsite has been unveiled, providing guests with the latest updates on events, offers, and experiences to enhance their stay. Additionally, an engaging interactive game challenges guests to test their knowledge of Ascott, with enticing prizes such as stay vouchers and Ascott Star Rewards (ASR) points up for grabs, allowing winners to indulge their wanderlust.
As part of the celebration, guests can take advantage of a special offer: book a minimum of three nights and receive a complimentary fourth night using the promotional code “ASCOTT40” until December 31, 2024. Extend Your Stay with a Complimentary Night.
For ASR loyalty members, this year marks the fifth anniversary of the program, promising enhanced benefits and elevated experiences. New or Classic tier ASR members will receive an instant status upgrade to the Silver tier upon their first login to the Discover ASR mobile app, along with additional reward points, further enhancing the value proposition for loyal guests.
Tags: ascott, Ascott Unlimited, Experience, hospitality, launch, Travel
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