To mark its fifth year, The Ascott (Ascott) has rolled out a refreshed brand promise for its global loyalty platform, Ascott Star Rewards (ASR) from April 1, offering its members more privileges, experiences, and greater value.
The refreshed ASR programme is built on three pillars: boldness, innovation, and a penchant for experimentation. Underscored by the tagline Stay Rewarded, the brand refresh is showcased through a year-long series of elevated member experiences that includes the all-new Ascott Privilege Signatures, enhanced membership privileges, and greater stay value –full 24-hour stays from time of check-in and 48-hour room guarantee will be launched with the refreshed ASR programme.
The refreshed Ascott Star Rewards will offer members more privileges, experiences, and greater value
The expanded suite of benefits also includes priority check-in, milestone rewards, airport lounge access, and ASR members will even be able to access exclusive global events as part of the Ascott Privilege Signatures programme, which include major sporting highlights such as motorsport and tennis championships, alongside local experiences planned in key cities around the world.
Moreover, ASR members will be able to earn frequent flyer miles on all eligible direct bookings made via DiscoverASR.com, Discover ASR mobile app as well as via email or phone through Ascott’s key airline partnerships from 2Q2024. Tours and activities will also be available and bookable via ASR platforms, providing members with a seamless booking and travel planning journey. Additionally, members will be able to earn ASR points for these purchases of tours and activities while planning their itineraries.
The Discover ASR mobile app has also been enhanced, with added benefits such as increased app-exclusive offers tailored to search patterns, selection of stay preferences to support sustainability, as well as the ease of digital room keys.
ASR achieved its highest ever room revenue from ASR members in FY2023 at over S$342 million (US$252.8 million), surpassing that of FY2022 by almost 63 per cent.
This was from its 350 participating properties across 14 brands, where repeat stay revenue from ASR members constituted more than 60 per cent.
Ascott also welcomed a record one million new ASR members last year. More than 90 per cent of Ascott’s direct web and mobile app bookings were made by ASR members, contributing to the channel’s surge in booking revenue by over 40 per cent, compared to 2022.
Building on the strong momentum, Ascott anticipates yet another stellar year for ASR in 2024, with 1Q2024 already registering a 25 per cent year-on-year uplift in member revenue.
Ascott’s chief commercial officer, Tan Bee Leng, said: “(With) a record number of properties onboarded onto the ASR 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.
“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.”
To mark its fifth year, The Ascott (Ascott) has rolled out a refreshed brand promise for its global loyalty platform, Ascott Star Rewards (ASR) from April 1, offering its members more privileges, experiences, and greater value.
The refreshed ASR programme is built on three pillars: boldness, innovation, and a penchant for experimentation. Underscored by the tagline Stay Rewarded, the brand refresh is showcased through a year-long series of elevated member experiences that includes the all-new Ascott Privilege Signatures, enhanced membership privileges, and greater stay value –full 24-hour stays from time of check-in and 48-hour room guarantee will be launched with the refreshed ASR programme.
The expanded suite of benefits also includes priority check-in, milestone rewards, airport lounge access, and ASR members will even be able to access exclusive global events as part of the Ascott Privilege Signatures programme, which include major sporting highlights such as motorsport and tennis championships, alongside local experiences planned in key cities around the world.
Moreover, ASR members will be able to earn frequent flyer miles on all eligible direct bookings made via DiscoverASR.com, Discover ASR mobile app as well as via email or phone through Ascott’s key airline partnerships from 2Q2024. Tours and activities will also be available and bookable via ASR platforms, providing members with a seamless booking and travel planning journey. Additionally, members will be able to earn ASR points for these purchases of tours and activities while planning their itineraries.
The Discover ASR mobile app has also been enhanced, with added benefits such as increased app-exclusive offers tailored to search patterns, selection of stay preferences to support sustainability, as well as the ease of digital room keys.
ASR achieved its highest ever room revenue from ASR members in FY2023 at over S$342 million (US$252.8 million), surpassing that of FY2022 by almost 63 per cent.
This was from its 350 participating properties across 14 brands, where repeat stay revenue from ASR members constituted more than 60 per cent.
Ascott also welcomed a record one million new ASR members last year. More than 90 per cent of Ascott’s direct web and mobile app bookings were made by ASR members, contributing to the channel’s surge in booking revenue by over 40 per cent, compared to 2022.
Building on the strong momentum, Ascott anticipates yet another stellar year for ASR in 2024, with 1Q2024 already registering a 25 per cent year-on-year uplift in member revenue.
Ascott’s chief commercial officer, Tan Bee Leng, said: “(With) a record number of properties onboarded onto the ASR 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.
“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.”