Thursday, February 29, 2024
Ascott Limited (Ascott), the lodging arm fully owned by CapitaLand Investment (CLI), has introduced ‘Ascott Unlimited,’ a comprehensive series of initiatives to commemorate its 40th anniversary in the hospitality industry and signify its aspirations for innovation. The launch took place during the Southeast Asia debut of the Asian Hotel Industry Conference & Exhibition (AHICE) 2024 in Singapore, marking a pivotal moment as Ascott embraces a future of endless possibilities amidst global changes and shifting travel trends. AHICE SEA 2024, a premier gathering for development, investment, and operations in the hospitality sector, saw participation from key investors, owners, and operators in Southeast Asia, collectively representing over US$500 billion in assets.
In 1984, Ascott introduced Asia Pacific’s first serviced residence with The Ascott Singapore, initiating a journey of brand building and strategic acquisitions to expand its market presence. Today, Ascott operates approximately 950 properties across more than 220 cities globally, featuring 14 distinct brands. With an asset-light approach, Ascott aims to surpass S$500 million in fee earnings by 2028.
Renowned for its leadership in corporate travel within the extended stay segment, Ascott is now redefining global living in the transient leisure market. As it adapts to evolving market dynamics through its flexible hybrid “hotel-in-residence” model, Ascott is experiencing unprecedented growth momentum. In 2023, Ascott achieved a milestone year with fee earnings reaching S$331 million and a record number of nearly 9,600 units becoming operational.
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.
Ascott Unlimited,, signifies Ascott’s journey beyond conventional boundaries to provide limitless experiences for guests, owners, partners, and associates. The initiative is built upon four foundational pillars:
Unlimited Opportunities: Ascott’s global expansion creates value for owners and investors while fostering career advancement opportunities for associates.
Unlimited Choices: With a diverse portfolio of brands, Ascott offers guests a wide array of stay experiences tailored to their travel purposes and destinations.
Unlimited Freedom: Through its flex-hybrid hotel-in-residence model, Ascott grants owners the flexibility to unlock potential, and travelers the freedom to customize their stays.
Unlimited Good: Committed to a culture of care and innovation, Ascott endeavors to impact the future of travel responsibly, striving to be a positive force for change.
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.
Entering a realm of endless possibilities, Ascott Unlimited ushers in a future where travelers can have it all, anytime, anywhere. A captivating brand film sets the tone for this groundbreaking initiative, inviting audiences to explore the boundless potential of travel.
To mark this significant occasion, a dedicated campaign microsite serves as a hub for the latest updates, events, and offers available to guests. An engaging interactive game challenges participants to test their knowledge of Ascott, with enticing rewards such as stay vouchers and Ascott Star Rewards (ASR) points to fuel their wanderlust.
With a diverse portfolio of 14 brands offering a spectrum of stay experiences, guests can indulge in the freedom of a complimentary fourth night when booking a minimum of three nights using the promotional code “ASCOTT40” until December 31, 2024. Unleash Your Stay with One Free Night.
Loyalty members can anticipate enhanced benefits and elevated experiences as ASR celebrates its fifth anniversary. As a gesture of appreciation, new or Classic tier ASR members will receive an instant status upgrade to the Silver tier upon their initial login to the Discover ASR mobile app, along with the opportunity to earn additional reward points, adding even more value to their stays.
Wednesday, May 1, 2024
Wednesday, May 1, 2024
