Ascott’s Global Loyalty Platform ‘Ascott Star Rewards’ Achieved Record Member Revenue Growth In 2023
Ascott’s Global Loyalty Platform ‘Ascott Star Rewards’ Achieved--
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.
Celebrating the 5th year of its loyalty programme, Ascott is rolling out a refreshed brand promise for ASR from 1 April 2024 – 'Stay Rewarded'. From invitations to exclusive global events, preferential room rates, complimentary upgrades, access to exclusive amenities, and bonus loyalty points that can be redeemed for free stays, experiences, or other rewards, Ascott is setting sights on pushing the boundaries of travel rewards.
"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.
'Stay Rewarded' with the Refreshed Ascott Star Rewards
Driven by Ascott's commitment to innovation and excellence, the refreshed ASR programme is built on three pillars: boldness, innovation, and a penchant for experimentation. Revitalised to be bold and vibrant to personify the young nature of the refreshed programme, the new look also reflects the unlimited potential that the programme brims with, as it continues advancing on its journey to become a leading loyalty programme in the hospitality industry.
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. In a progressive and bold move, 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 more. Tapping on the growing priority that travellers place on experiences, ASR members will be able to access exclusive global events as part of the Ascott Privilege Signatures programme. These include major sporting highlights such as motorsport and tennis championships, alongside local experiences planned in key cities around the world. Benefits have been specially designed for varying tiers of ASR members as detailed in the Appendix.
Elevate Travel Experiences Beyond Stays
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