In a grand celebration of four decades of pioneering hospitality, Ascott Limited (Ascott), a subsidiary of CapitaLand Investment, has announced the launch of a groundbreaking campaign titled “Ascott Unlimited.” This initiative is designed to commemorate Ascott’s illustrious 40-year history and set the stage for a future where the company redefines the essence of global travel and hospitality.
From its humble beginnings in 1984 with the launch of The Ascott Singapore, Ascott has transcended traditional boundaries to emerge as a leading force in the hospitality industry. Today, with an impressive portfolio of approximately 950 properties spread across more than 220 cities globally, Ascott stands as a testament to the power of innovation, strategic growth, and a relentless pursuit of excellence.
The Ascott Unlimited campaign, unveiled at the Southeast Asia debut of the Asian Hotel Industry Conference & Exhibition (AHICE) 2024 in Singapore, signals a bold step forward. This initiative is not merely a celebration but a declaration of Ascott’s ambition to navigate the future of travel with a vision of limitless possibilities. Attended by key investors and operators representing assets worth over US$500 billion, AHICE SEA 2024 provided the perfect backdrop for this historic announcement.
At the heart of Ascott Unlimited are four key pillars encapsulating its commitment to its guests, owners, partners, and associates: Unlimited Opportunities, Unlimited Choices, Unlimited Freedom, and Unlimited Good. These principles are designed to enhance value for owners, offer a myriad of guest experiences, and provide growth opportunities for associates, all while fostering a culture of care and innovation.
Kevin Goh, CEO of Ascott and CLI Lodging, reflected on the journey, emphasizing the company’s evolution and the deep-rooted relationships built with guests, owners, and partners. “Our disciplined growth over the years now paves the way for us to ensure that Ascott will continue to be the preferred accommodation choice,” Goh remarked. He further highlighted the importance of staying relevant and pushing boundaries to exceed the expectations of tomorrow’s travellers.
Ascott’s strategy encompasses an asset-light model, aiming for more than S$500 million in fee earnings by 2028. This ambition is supported by a record year of fee earnings in 2023, amounting to S$331 million, and the most significant number of property openings in the company’s history. Such achievements underscore Ascott’s capacity for sustained growth and innovation.
The Ascott Unlimited campaign promises to bring new dimensions to the guest experience, offering free night stays, complimentary membership tier upgrades, and signature experiences unique to each of Ascott’s 14 brands. Tan Bee Leng, Ascott’s Chief Commercial Officer, expressed excitement about the launch, viewing it as a milestone in Ascott’s journey and an opportunity to redefine serviced living for the modern traveller.
As part of the celebrations, Ascott has introduced a promotional offer where guests can enjoy a complimentary fourth night with a minimum three-night booking using the code “ASCOTT40.” Additionally, loyalty members can anticipate enhanced benefits, including an instant status upgrade for new or Classic tier members.
This campaign honours Ascott’s past achievements and sets the stage for a future where the company continues to lead with innovation, excellence, and an unwavering commitment to its guests, owners, partners, and associates. With Ascott Unlimited, the company invites the world to embark on a journey of unlimited possibilities, redefining what it means to travel, stay, and connect in the ever-evolving global hospitality landscape.
Written by: Supaporn Pholrach
