Monday, April 1, 2024
Ascott Limited (Ascott), the hospitality division wholly owned by CapitaLand Investment (CLI), celebrated the 5th anniversary of its global loyalty platform, Ascott Star Rewards (ASR), with remarkable achievements in FY 2023. Since its inception in April 2019, ASR has experienced remarkable growth, culminating in record-breaking performance last year. Ascott achieved its highest-ever room revenue from ASR members, totaling over S$342 million, marking a staggering increase of nearly 63% compared to FY 2022. This remarkable feat was accomplished across 350 participating properties spanning 14 distinct brands, with repeat stays by ASR members contributing to more than 60% of the revenue.
Additionally, Ascott welcomed a record-breaking one million new ASR members during FY 2023. Impressively, over 90% of Ascott’s direct web and mobile app bookings were initiated by ASR members, fueling a remarkable surge of over 40% in booking revenue through this channel compared to the previous year. Notably, the average spend per transaction among ASR members exceeded that of non-members by over 50%. The prevalence of pan-Asian travel was underscored by the booking preferences of ASR members in 2023, with eight out of the top 10 travel destinations being in Asia. Among international stays, the top five feeder markets for ASR members were China, Singapore, the USA, Indonesia, and Australia.
Building on this robust momentum, Ascott anticipates another exceptional year for ASR in 2024, with first-quarter results already showing a remarkable 25% year-on-year increase in member revenue.
Ms Tan Bee Leng, Chief Commercial Officer, Ascott said: “Riding on a strong momentum of travel recovery, Ascott saw the highest number of property openings in 2023. This brought about a record number of properties onboarded onto the Ascott Star Rewards programme last year, which included the successful integration of the newly acquired Oakwood portfolio into Ascott’s operational framework. Ascott was able to provide higher value offerings and more choices, across brands and geographies, to our ASR members. Our pipeline of property openings following several consecutive years of record signings will propel ASR towards further expansion and innovation in the year ahead.”
“With a robust database of ASR members with an Asian stronghold driving an active member rate of over 60%, we have a deep appreciation of evolving travel trends and the hospitality landscape, especially in the Asia Pacific region. As Ascott continues its growth upswing globally, we will be distilling insights from member preferences to enhance and refine our offerings. All to ensure that Ascott remains the preferred accommodation of choice; and ASR to not only foster loyalty but to drive substantial business growth too,” added Ms Tan.
In commemoration of its loyalty program’s fifth anniversary, Ascott is introducing a revitalized brand commitment for ASR, effective April 1, 2024, titled ‘Stay Rewarded’. From invitations to exclusive global events and preferential room rates to complimentary upgrades, access to exclusive amenities, and bonus loyalty points redeemable for free stays, experiences, or other rewards, Ascott is dedicated to redefining the scope of travel incentives.
“As Ascott marks its 40th year in hospitality service this year with its campaign – Ascott Unlimited, it is an opportune time for ASR to also celebrate its 5th year milestone by going unlimited for our loyalty members. Unlimited in more ways than before, unlimited with more value than ever. With the refreshed ASR brand promise ‘Stay Rewarded’, we want to reward our guests for their stays at Ascott’s properties worldwide, with elevated experiences and enhanced membership privileges. We also want our guests to stay rewarded with a sense of satisfaction and fulfilment that comes from staying loyal to a trusted brand like Ascott. Upholding our commitment to go unlimited for our guests, to foster a sense of belonging and appreciation that is inherently rewarding, this year and beyond,” said Ms Tan.
Experience the New Ascott Star Rewards: ‘Stay Rewarded’
Driven by Ascott’s enduring dedication to innovation and excellence, the refreshed ASR program is anchored on three pillars: boldness, innovation, and a spirit of experimentation. Reimagined to exude vibrancy and youthfulness, reflecting the dynamic essence of the revamped program, its new appearance symbolizes the boundless potential inherent within, propelling it towards its aspiration of becoming a premier loyalty program in the hospitality realm.
Embracing the mantra ‘Stay Rewarded’, the brand rejuvenation unfolds through a year-long array of enhanced member experiences, featuring the all-new Ascott Privilege Signatures, elevated membership privileges, and heightened stay benefits. Introducing full 24-hour stays from check-in time and a 48-hour room guarantee marks a progressive stride within the refreshed ASR program. The expanded range of benefits includes priority check-in, rewards for reaching milestones, access to airport lounges, and additional privileges.. Responding to the escalating demand for experiential travel, ASR members gain exclusive access to global events under the Ascott Privilege Signatures program, spanning major sporting spectacles like motorsports and tennis championships, alongside curated local encounters in key cities worldwide. Tailored benefits cater to distinct tiers of ASR members, detailed in the Appendix.
Enhancing Travel Experiences Beyond Accommodation
Enriching travel experiences globally, ASR members can now accrue frequent flyer miles on all eligible direct bookings via DiscoverASR.com, the Discover ASR mobile app, or through Ascott’s airline partnerships starting from 2Q 2024. Furthermore, members gain access to a diverse array of tours and activities bookable through ASR platforms, streamlining their booking and travel planning journey. Earn ASR points on these tours and activities purchases while crafting your itineraries.
Comprehensive 24/7 Digital Concierge with the Discover ASR Mobile App
Empowering members with added conveniences and enhanced value, the Discover ASR mobile app serves as a one-stop destination for guests to customize their Ascott experience, from exploring special deals to managing reservations and facilitating self check-ins. Newly enhanced features include tailored app-exclusive offers, sustainability-focused stay preferences, and seamless digital room key access. New and existing members receive an instant upgrade to the Silver tier upon their initial login to the Discover ASR mobile app.
Unlock Infinite Possibilities with Ascott Unlimited and ASR
In celebration of Ascott’s transformative journey marking 40 years of hospitality excellence, all loyalty members are entitled to a complimentary fourth night with a minimum three-night booking using the promotional code “ASCOTT40”. Valid at all ASR participating properties, this offer extends to bookings and stays until December 31, 2024.
Highlighting its robust engagement and value proposition, ASR proudly received the esteemed TripZilla Excellence Award 2023 for Best Hotel Rewards. Explore ASR’s comprehensive member benefits and discover more about its recent accolade by visiting https://www.discoverasr.com/member or watching the latest brand refresh film. For a detailed overview of ASR’s member benefits, milestone rewards, and refreshed appearance, please refer to the Appendix.
Wednesday, May 1, 2024
Wednesday, May 1, 2024
