Ascott is celebrating the sixth anniversary of its loyalty programme, Ascott Star Rewards (ASR), with enhanced features designed to enrich the travel experience for its growing member base.
Tan Bee Leng, chief commercial officer of Ascott, shared that to achieve its goal of over 15 million members by 2028, Ascott is implementing major improvements to its mobile app and website, ensuring seamless integration of ASR into the digital experience.
Ascott’s web bookings have seen double-digit growth over the past three years. Moving forward, ASR will shift from traditional rewards to offering curated experiences and personalised features through its app and website, reflecting the strong growth and loyalty from its expanding member base.
Bookings through the ASR mobile app will soon be streamlined, reducing the number of steps by half. Starting in April, updates will include a new user interface, travel and stay recommendations, geolocation-based offers, and a landing page for quicker access to deals. The app will also enhance pre-to-post stay functions, such as pre-arrival check-in, self-check-out, multi-room reservation management, and access to in-room services.
Additionally, the ASR website, which drives direct bookings, now supports 11 languages and new payment options like WeChat and Alipay to cater to Ascott’s global reach.
Ascott will also harness AI to enhance the ASR programme and support the planning journey of its guests. By leveraging data-driven insights, Ascott’s new recommendation engine will use predictive AI to turn past data and preferences into personalised suggestions for ASR members, including travel destinations, brand experiences, and properties best suited to each guest.
This year, ASR is adding the French Open and the Bangkok edition of The Famous CFC with Gianfranco Zola to its Ascott Privilege Signatures series. These events reflect ASR’s focus on curated experiences and exclusive partnerships, including its 2024 partnership with Chelsea Football Club. ASR members have enjoyed unique experiences such as stadium tours, coaching sessions, Wimbledon, and local cultural explorations. With more partnerships to come, ASR will continue to offer sought-after opportunities for its members.
Ascott has also partnered with leading travel companies to offer ASR members exclusive experiences and the ability to earn points. Members can access over 1,700 airport lounges worldwide for 15,600 points and earn miles on qualifying stays through partnerships like KrisFlyer.
In celebration of ASR’s sixth anniversary, members can earn 24,000 bonus points and receive two complimentary airport lounge passes for bookings made between now and May 31, 2025. This offer is available for the first 300 bookings via the ASR app or website.
“In line with ASR’s brand promise to Stay Rewarded, we remain focused on deepening connections with our members to deliver them the best experiences while supporting the long-term profitability of Ascott’s business,” said Tan.
