Ascott Upgrades Loyalty Programme To Offer More Rewards For Members’ Bookings Made Via Direct Channels

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CapitaLand Investment Limited’s (CLI) wholly owned lodging business unit, The Ascott Limited (Ascott) has upgraded its loyalty programme, Ascott Star Rewards (ASR), to offer more rewards for members’ bookings made via its direct channels1.

In celebration of ASR’s third anniversary in April, ASR members can now earn points on qualifying bookings through Ascott’s reservation offices2 via email, phone call and WeChat as well as authorised travel agents via Ascott’s Global Distribution System. Members can also earn points for walk-in bookings at more than 400 ASR participating properties in over 130 cities across more than 30 countries. These channels are in addition to Ascott’s booking website discoverasr.com and the Discover ASR mobile app.

ASR has also been expanded to include more exclusive benefits3. ASR members can enjoy priority check-ins, birthday discount e-vouchers and look forward to brand-specific arrival experiences and welcome amenities or signature gifts that are customised for each of Ascott’s 14 award-winning brands.

Ms Tan Bee Leng, Ascott’s Managing Director for Brand & Marketing, said: “Three years on, Ascott remains steadfast in our commitment to uphold ASR as one of the most flexible loyalty programmes in the hospitality industry. There is no cap to ASR points earned, no minimum points redemption and no blackout dates for redemption. Our ASR members enjoy maximum flexibility and convenience when using their points. Even when travel was most hard-hit during COVID-19, our ASR members have stood by us and remained loyal guests of Ascott. Since its launch in 2019, ASR membership has been increasing by 40% annually. ASR members continue to find value with Ascott, contributing about 90% of Ascott’s direct bookings online and about 50% of ASR members are repeat guests.”

Ms Tan added: “In celebration of ASR’s third anniversary, we are providing bigger and better rewards to ASR members. And we want to extend these added perks to all members who make bookings with us via any of our direct channels. Be it for leisure or business, be it an online or a phone call booking, we look forward to giving all our ASR members the best experience and value possible as they plan for their next stay with Ascott. With the gradual opening of international borders, we look forward to welcoming our ASR members home at our properties worldwide.”

Endless Travel Possibilities: More bonus points, faster membership tier upgrade and better value

In celebration of ASR’s third anniversary, ASR is enabling members to earn more points and upgrade their membership tier to enjoy more benefits. To give ASR members a head start on their travel plans in 2022, members can purchase ASR points and receive up to 35% bonus points from now to 30 April 2022.

From now to 30 April 2022, ASR members will also enjoy 50% off points redemption through ASR’s point-for-point matching. It is limited to the first 10 million eligible points redeemed globally, up to 10,000 bonus points per transaction.

Additionally, members who complete their stay from now to 31 May 2022 will be fast-tracked to upgrade their membership tier with 50% less spend cumulatively. ASR members who link their corporate email address to their account by 31 December 2022 can also earn more points and receive a 30% off voucher4.

The ASR membership comprises Classic, Silver, Gold and Platinum tiers, and with every tier upgrade, members will receive more benefits such as bonus points, complimentary room upgrades, airport transfers as well as early check-ins and late check-outs. Platinum members will also get greater rewards, receiving 5,000 bonus ASR points when they complete their stay by 31 May 2022.

ASR members currently enjoy a slew of benefits, from buying cash vouchers or a package for their next stay or for their loved ones, to leveraging the ASR Elite Status Match and CapitaStar-ASR Points Exchange programmes that allow them to gain more perks or upgrade their membership tier.

Registration for ASR membership is complimentary. To sign up for a membership or for more information, please visit: here. For more information on ASR’s ‘Endless Travel Possibilities’ celebratory promotions, please visit: here.

Delivering a ‘phygital’ experience with Discover ASR mobile app

Since the launch of the Discover ASR mobile app in October 2020, ASR members have been enjoying greater conveniences and flexibility when booking and staying with Ascott. ASR members can search for deals, manage their membership, purchase and redeem ASR points, perform mobile check-in and check-out, and make contactless payment.

In line with the expanded channels for guests to earn points from their stays, ASR members can view and manage their reservations made through email, phone call and walk-in as well as redeem their points for these reservations either via the app or at the front desk. Other features in the app include allowing guests to customise their stay by sharing their pre-arrival and in-stay requests; earn ASR points if they opt out of housekeeping service as part of Ascott’s Go Green initiative; and share feedback on their stay through a pulse survey in the mobile app.

Guests staying with Ascott can also access the in-app social wall and private messaging features which allow them to interact with fellow guests or communicate privately with the serviced residence’s front desk.

Stay at Ascott for a peace of mind with Ascott Cares

ASR members can also rest assured when staying with Ascott. Ascott is the first hospitality company in the world to offer its guests global access to a comprehensive suite of telehealth, telecounselling and travel security advisory services. In a global partnership with leading health and security services company International SOS, Ascott provides these complimentary services as part of its enhanced Ascott Cares commitment to provide stringent hygiene and safety standards, wellness support and implement sustainable practices. The enhanced Ascott Cares encompasses Ascott’s overall commitment towards caring for its guests, its staff and the environment.

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