Ascott Star Rewards Reaches New Heights, Celebrating 6th Anniversary with Member Growth and New Perks

Published on April 1, 2025

Ascott Limited, the hospitality division fully owned by CapitaLand Investment (CLI), is marking the sixth anniversary of its loyalty program, Ascott Star Rewards (ASR). To celebrate, the company is rolling out new features to further enhance the travel experience for its expanding member base. In 2024, ASR membership grew by more than 40%, surpassing five million members, with plans to triple that number to at least 15 million by 2028.

ASR members accounted for over 90% of bookings made through Ascott’s app and website in 2024, with more than 60% of those being repeat bookings. On average, ASR members spent 55% more than non-members, contributing to a 30% increase in room revenue driven by ASR in 2024. The ASR mobile app saw a massive growth in 2024, with downloads up by over 120% and bookings rising by 64%. This drove a remarkable 70% surge in revenue compared to the previous year. Ascott’s web booking channel, has consistently shown double-digit growth over the past three years.

Looking ahead, ASR is evolving to provide more than just traditional rewards. The program will introduce curated events and personalized experiences through its app and website, transitioning from a points-based system to a more integrated solution. The rapid expansion of ASR in just six years highlights the strong loyalty and support of its growing membership.

Ms Tan Bee Leng, Chief Commercial Officer, Ascott said: “To achieve our target of more than 15 million
members by 2028, Ascott is making significant enhancements to our mobile app and website, to enable our
loyalty programme, Ascott Star Rewards (ASR), to be seamlessly integrated into the digital journey.
Tapping into the power of AI, Ascott is harnessing technology as a driver of efficiency, personalisation,
and seamless customer engagement, as part of our tech-forward hospitality journey. This enhanced digital
presence is complemented by our commercial strategy which focuses on offering compelling deals, benefits
and exclusive experiences to ASR members. It also underscores ASR’s role in driving direct bookings for
Ascott properties, reducing our reliance on online travel agencies. ASR members tend to book more
frequently, hence contributing to higher profitability for property owners while delivering richer data
insights for Ascott to enhance guest experiences and brand loyalty.”

“Looking ahead, Ascott will be stepping up our loyalty engagement with corporate accounts, to create
compelling ASR offerings for business travellers as well as the companies they represent. We are also
broadening the ASR ecosystem with more strategic partnerships such as airlines and airports, to reward
members with more perks to enrich their stay experiences with Ascott. In line with ASR’s brand promise
to Stay Rewarded, we remain focused on deepening connections with our members to deliver them the best experiences while supporting the long-term profitability of Ascott’s business,” added Ms Tan.

Elevating the ASR Booking Journey with Seamless Features and AI-Driven Innovation

The ASR mobile app will soon simplify bookings by reducing the steps required by half. Starting in April 2025, a series of updates will enhance the app’s functionality, making the entire process from login to checkout more streamlined. The updates will feature a refreshed user interface, personalized travel and accommodation suggestions, geolocation-based offers, and an improved landing page for faster access to deals and property highlights. Additionally, the app’s capabilities will extend beyond just bookings. New features will include seamless pre-arrival check-ins, self-check-out options, and easy management of multi-room reservations, all while providing effortless communication with property teams and access to in-room services.

Alongside the app, will continue to play a vital role in driving direct bookings. The website now supports 11 languages and new payment methods, including WeChat and Alipay, to cater to Ascott’s growing global presence. With the introduction of new member sign-up and login options via WeChat and Alipay, accessing member accounts and exclusive deals will be easier than ever. The site also serves as a content hub, offering destination guides and insider tips to help members plan their perfect stays.

Since its launch in August 2023, Cubby, an AI-powered chatbot, has handled over 300,000 queries and generated more than 2,000 booking leads. New enhancements, such as direct booking capabilities within Cubby, will further personalize the user experience by providing tailored property recommendations and the best available rates.

Ascott will continue to leverage AI to enhance the ASR program, supporting guests throughout their planning journey. The company’s new recommendation engine, driven by predictive AI, will analyze past data and preferences to deliver customized suggestions, including ideal travel destinations, brand experiences, and properties best suited to each guest’s needs.

Exclusive Partnerships and Curated Experiences to Enrich ASR Member Journeys

In 2025, ASR will expand its offerings with exclusive experiences, starting with the French Open in Paris as part of its Ascott Privilege Signatures series. The Bangkok edition of The Famous CFC, set for April 25-26, 2025, will feature Chelsea football legend Gianfranco Zola. Further details on the Bangkok CFC package for members are available here.

These additions reflect ASR’s evolving focus on providing curated experiences and exclusive partnerships as part of its member rewards strategy. In 2024, Ascott became the Official Global Hotel Partner of Chelsea Football Club, offering ASR members access to unique experiences, including private tours of Stamford Bridge, coaching sessions at Chelsea’s Cobham Training Ground, and the Singapore edition of The Famous CFC, an international fan engagement program by Chelsea.

The Ascott Privilege Signatures series has provided ASR members with exclusive access to premier events like The Championships at Wimbledon and the Singapore Night Race. Through the ASR Local Signatures series, members have had the chance to dive into local cultures, from a culinary adventure in Penang to an intimate violin performance in Paris. These personalized experiences enhance the ASR membership, ensuring memorable moments at every destination. With more exciting partnerships and experiences on the way, ASR is poised to keep offering coveted opportunities for its members.

Additional Ways to Earn Rewards

Ascott has partnered with top travel brands to enhance the ASR membership experience, offering a seamless platform for members to enjoy exclusive perks and earn ASR points simultaneously. For only 15,600 points, members gain access to over 1,700 Priority Pass Airport Lounges around the world. Additionally, Ascott has joined forces with frequent flyer programs like KrisFlyer, allowing members to accumulate miles during eligible stays. Explore more details about our latest partner offers here.

Exclusive Anniversary Offer for ASR Members

To commemorate ASR’s 6th anniversary, members can earn an extra 24,000 ASR points on bookings and stays between April 1 and May 31, 2025, along with two complimentary airport lounge passes. This special promotion is available for bookings made through the ASR mobile app or website and is limited to the first 300 bookings. Terms and conditions apply.