The Ascott has launched Ascott Star Rewards, said to be the world’s first loyalty programme in the serviced residence industry.
Members will enjoy a range of privileges including year-long 10 per cent off Best Flexible Rates, seasonal offers of up to 50 per cent discount, property opening specials, birthday discounts of up to 40 per cent, early check-in and late check-out, as well as perks such as complimentary airport transfers, room upgrades and breakfast.
Ascott Star Rewards members will also have no cap to the points that can be earned, no minimum points required for redemption, no blackout dates, and even the option to nominate other guests to earn points. Its four membership tiers are based on the guest’s accumulated spending during the qualifying period, starting with the complimentary Classic membership tier, followed by Silver, Gold and Platinum. In addition, members can also easily redeem the points in part or in full through Ascott’s websites for complimentary stays and other privileges.
Alfred Ong, Ascott’s head of global operations, shared: “We are rolling out Ascott Star Rewards to drive more direct bookings on our websites and reduce our cost of sales. We aim to increase our brand websites’ share of online revenue to 40-50 per cent of total online revenue by 2021.
“Within the first 10 days of soft launching this new loyalty programme, the number of room nights booked on our websites by members has tripled and online revenue through our websites has grown by 50 per cent,” he added.
Ascott has revamped its booking websites to enable members to access their rewards, redemptions, booking history and preferences on a personalised dashboard. It has also enhanced members’ online experience by streamlining its room booking process from six to three steps.
To celebrate the launch of Ascott Star Rewards, members will receive 3,000 bonus points upon sign-up via Ascott’s brand websites. Existing Ascott Online Advantage members will be automatically upgraded to Ascott Star Rewards, and they will enjoy a tier match based on their spending with Ascott in 2018 and receive 5,000 bonus points upon their first completed stay from now till December 31, 2019.
Ascott Star Rewards members will have the flexibility to exchange points with My Tauzia Privilege loyalty programme from June 1, 2019, and this will be extended to other loyalty programmes such as CapitaStar; as well as the donation of points to CapitaLand’s philanthropic arm, CapitaLand Hope Foundation. At a later phase, there are plans to work with partners to allow members to redeem points for shopping, dining and entry to attractions.