The Ascott Star Rewards (ASR) loyalty programme, which debuted in 2019, is on track to reach 10 million members by the end of 2026, with strong interest and sign-ups largely driven by stay packages and rewards built around exclusive experiences.
Tan Bee Leng, chief commercial officer at Ascott, said special sporting event collaborations have contributed strongly to ASR’s double-digit membership growth.
In tracking new sign-ups, Ascott has found that many new ASR members are drawn by the opportunity to access exclusive activities at high-profile sporting events.
Ascott has an ongoing partnership with Chelsea Football Club (CFC), with both parties curating special guest experiences centred on celebrity engagements and watch parties. In April, Ascott brought football legend Jimmy Floyd Hasselbaink to Hanoi for a two-day fan engagement event held across Ascott Tay Ho Hanoi, Oakwood Residence Hanoi and Somerset West Point Hanoi.
Ascott is now exploring possible CFC engagements in Jakarta next month when the club makes a pre-season tour of Asia, including a stop in the Indonesian capital.
Tan shared that Chelsea-themed suites across Ascott’s properties in Jakarta are now sold out, indicating an active Asian fanbase and strong appetite for sports-related travel.
Ascott has also conducted activations around the Wimbledon Championships and Roland-Garros, where guests could book room packages that included event tickets or gain access to invitation-only engagements with sporting celebrities.
While many Ascott guests can afford tickets to major sporting events, some face the challenge of securing seats for high-demand fixtures.
“So, we found access for them. We offer stay packages that include match tickets and quality hospitality – something that our affluent guests value,” said Tan, adding that access to “money can’t buy” experiences will build loyalty.
Tan added that some guests had joined ASR even though they were not sports fans, hoping instead to gain access to Ascott’s special events and packages for friends and family.
“Some are determined to stay and earn points for special event redemption for their loved ones to enjoy, while others enjoy collecting special merchandise (that are tagged to sports exclusives organised by Ascott),” Tan told TTG Asia.
Ascott’s ability to feature sporting personalities such as Hasselbaink and Chinese professional tennis player Zheng Qinwen at guest engagement events reinforces its reputation for creating exclusive moments for guests – something that existing and prospective real estate owners also appreciate.
When asked whether sports-related and celebrity-led perks were more popular than traditional points redemption for travel purchases, Tan said membership benefits are designed for different profiles of ASR members.
“Airline perks and points are more appealing to guests who are strategic with point accumulation and get a thrill out of scoring a free stay or flight. On the other hand, sporting event perks cater to guests who value exclusive experiences,” she explained.
