High energy and star power of tennis, football and car racing are being harnessed by Ascott, the lodging business unit wholly owned by CapitaLand Investment, to charm its loyal, top-spending guests through offerings of exclusive and memorable experiences in destinations they visit.
Ascott’s partnership with Chelsea Football Club follows hot on the heels of the hospitality firm’s debut of the Ascott Privilege Signatures programme, a by-invite subset of the Ascott Star Rewards loyalty programme for the crème de la crème of its top-spending loyalty members.
The Ascott Privilege Signatures programme made an impression on July 6, when over 80 guests from across Ascott’s platinum tier of ASR members and esteemed owners were brought to London for a day out at The Championships, Wimbledon 2024.
Guests were hosted at a luxurious hospitality suite on games ground, with lunch and afternoon tea crafted by celebrity chef Michel Roux Jr and his Le Gavroche team. They also enjoyed access to the Centre Court where matches were played that afternoon by UK’s Cameron Norrie and Serbia’s Novak Djokovic.
Tan Bee Leng, chief commercial officer, Ascott, noted that unique and impactful experiences were highly appreciated by loyal ASR members, and being able to cater to their travel desires were crucial since “loyalty is a key driver of growth”.
“Offering exclusive opportunities to attend coveted events like Premier League football matches, major tennis tournaments, and other high-profile activities not only enhances travel experiences, but also deepens guests’ connection with our brands. In line with the brand promise of ASR to ‘Stay Rewarded’, these extraordinary experiences represent Ascott’s commitment to foster a sense of belonging and appreciation that is inherently rewarding for our guests,” she added.
Tan acknowledged Ascott’s strong interest in sport tourism and in leveraging sporting events to grow its pool of customers and deepen its engagement with loyal guests.
“Just this month alone, Europe has The Championships, Wimbledon 2024 in London while the 2024 Summer Olympics is coming up in Paris from July 26. In August, the Premier League will kick off in the UK. The sporting culture is super vibrant in this part of the world, and there are passionate sporting fans all over the world. Sporting fans are not traditionally the Ascott customer profile, but we do want to reach out to them and can do it through sports-related experiences,” she said.
Ascott’s efforts to connect with travellers through sporting events can also benefit the sport and related organisations, according to Casper Stylsvig, chief revenue officer with Chelsea Football Club.
Stylsvig said the partnership with Ascott would help the club to “amplify our messages in global markets and convert Ascott’s audience into our fans”.
He said: “While we have over 600 million fans worldwide, less than one per cent have the opportunity to come to Stamford Bridge stadium, home of Chelsea Football Club. Hence, we are talking to Ascott about how we can take the Chelsea Football Club experience beyond the local (UK) market, particularly to Asia, where Ascott is extremely strong. These engagements could see Ascott guests winning some game tickets or joining a special football school led by our coaches.”
At the same time, such partnerships would intensify attention on the entire Premier League and English football.
Up next on the Ascott Privilege Signatures programme is another sports event activation at the Formula 1 Singapore Grand Prix 2024 this September.
