Ascott’s global loyalty platform ‘Ascott Star Rewards’ achieved record member revenue growth in 2023

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The Ascott Limited (Ascott), the lodging enterprise unit wholly owned by CapitaLand Investment (CLI), marked the 5^th 12 months of its global loyalty platform, Ascott Star Rewards (ASR), with record outcomes from FY 2023. Having grown exponentially since its launch in April 2019, Ascott achieved its highest ever room revenue from ASR members final 12 months at over S$342 million, surpassing that of FY 2022 by nearly 63%. This was from its 350 collaborating properties throughout 14 manufacturers, the place repeat keep revenue from ASR members constituted greater than 60%.

Ascott additionally welcomed a record a million new ASR members in FY 2023. More than 90% of Ascott’s direct internet and cell app bookings had been made by ASR members, contributing to the channel’s surge in reserving revenue by over 40%, in comparison with 2022. The common spend per transaction of ASR members was over 50% increased than non-members. The dominance of pan-Asian journey was highlighted by means of the reserving preferences of ASR members in 2023. Out of the highest 10 journey locations for ASR members, eight had been Asian international locations, whereas the highest 5 feeder markets for worldwide stays had been China, Singapore, the USA, Indonesia, and Australia. Building on the sturdy momentum, Ascott anticipates yet one more stellar 12 months for ASR in 2024, with 1Q 2024 already registering a 25% year-on-year uplift in member revenue.

Ms Tan Bee Leng, Chief Commercial Officer, Ascott mentioned: “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 5^th 12 months of its loyalty programme, Ascott is rolling out a refreshed model promise for ASR from 1 April 2024 – ‘Stay Rewarded’. From invites to unique global occasions, preferential room charges, complimentary upgrades, entry to unique facilities, and bonus loyalty factors that may be redeemed without spending a dime stays, experiences, or different rewards, Ascott is setting sights on pushing the boundaries of journey rewards.

“As Ascott marks its 40^th year in hospitality service this year with its campaign – Ascott Unlimited, it is an opportune time for ASR to also celebrate its 5^th 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,” mentioned Ms Tan.

‘Stay Rewarded’ with the Refreshed Ascott Star Rewards

Driven by Ascott’s dedication to innovation and excellence, the refreshed ASR programme is constructed on three pillars: boldness, innovation, and a penchant for experimentation. Revitalised to be daring and vibrant to personify the younger nature of the refreshed programme, the brand new look additionally displays the limitless potential that the programme brims with, because it continues advancing on its journey to change into a number one loyalty programme in the hospitality business.

Underscored by the tagline ‘Stay Rewarded’, the model refresh is showcased by means of a year-long sequence of elevated member experiences that features the all-new Ascott Privilege Signatures, enhanced membership privileges, and better keep worth. In a progressive and daring transfer, full 24-hour stays from time of check-in and 48-hour room assure can be launched with the refreshed ASR programme. The expanded suite of advantages additionally contains precedence check-in, milestone rewards, airport lounge entry, and extra. Tapping on the rising precedence that travellers place on experiences, ASR members will be capable of entry unique global occasions as a part of the Ascott Privilege Signatures programme. These embody main sporting highlights akin to motorsport and tennis championships, alongside native experiences deliberate in key cities all over the world. Benefits have been specifically designed for various tiers of ASR members as detailed in the Appendix.

Elevate Travel Experiences Beyond Stays

To elevate journey experiences all over the world, ASR members will be capable of earn frequent flyer miles on all eligible direct bookings made by way of DiscoverASR.com, Discover ASR cell app in addition to by way of e-mail or cellphone by means of Ascott’s key airline partnerships from 2Q 2024. Tours and actions may even be obtainable and bookable by way of ASR platforms, offering members with a extra seamless reserving and journey planning journey. Additionally, members will be capable of earn ASR factors for these purchases of excursions and actions whereas planning their itineraries.

One-Stop 24/7 Digital Concierge with Discover ASR Mobile App

Unlocking much more conveniences and enhanced worth for members, the Discover ASR cell app permits friends to find limitless decisions to excellent their keep at Ascott, from looking for particular offers, managing reservations, to performing self check-ins. Newly enhanced, added advantages embody elevated app-exclusive affords tailor-made to look patterns, collection of keep preferences to help sustainability, in addition to the benefit of digital room keys. New and basic members may even be gifted with an on the spot improve to the Silver tier upon their first login to the Discover ASR cell app.

Stay affords with Ascott Unlimited and ASR

Celebrating Ascott’s transformative journey to mark 40 years in hospitality service with ‘unlimited’ prospects, all loyalty members will take pleasure in a complimentary fourth evening with a minimal of three nights booked utilizing the promotional code “ASCOTT40”. Available in any respect ASR collaborating properties, the provide is legitimate for bookings and stays from now till 31 December 2024.

An additional testomony to its engagement power and worth, ASR has been lately awarded the TripZilla Excellence Award 2023: Best Hotel Rewards. For extra data on ASR in addition to detailed member advantages, please go to https://www.discoverasr.com/member or view the newest model refresh movie. An overview of ASR member advantages, milestone rewards, and its refreshed look can be discovered in the Appendix.

APPENDIX

An overview of member advantages

Member Benefits	Classic	Silver	Gold	Platinum
Bonus Points On eligible bookings		+20%	+40%	+60%
Bonus Rewards (new) For buy of air tickets, excursions and actions
Member Rates Year-round financial savings with unique member charges
Early Access to Private Sales (new) Priority entry to unique sale occasions
Priority Welcome (new) Dedicated check-in expertise
Birthday Surprise Voucher Celebratory birthday deal with
New Member Welcome Voucher 25% off first on-line room reserving
Mobile Check-In/Services (new) Check-in and check-out on the go
Complimentary Wi-Fi			Enhanced Wi-Fi Services	Enhanced Wi-Fi Services
Late Check-Out Privileges		On Priority	2pm	3pm
ASR Local Signatures Exclusive entry to native experiences			By Invite	By Invite
Complimentary Use of Launderette (new) Complimentary entry to launderette the place obtainable on-property			1	2
Full 24-Hour Stay (new) Flexibility to decide on check-in and check-out time

Member Benefits	Classic	Silver	Gold	Platinum
Enhanced Room Stay
48-Hour Room Guarantee (new) Assured room availability for reservations made not less than 48 hours in advance
Complimentary breakfast at properties in Europe
Complimentary One-way Airport Transfer for properties in the Middle East				1 per reserving with min 5 nights
Airport Lounge Access Privileges (new)				By Invite
Ascott Privilege Signatures (new) Exclusive entry to experiential global occasions				By Invite