Ascott Star Rewards members can look forward to more options with the continued expansion of Ascott’s Oakwood brand. Oakwood’s expansion has seen it secure 16 new properties in 2024 – a 30% increase from the previous year. Among the sign-ups were 4 new Oakwood Premier properties.
This expansion comes as Ascott identifies bleisure travel (where travellers combine business and leisure) as a growing trend within the hospitality industry. In early 2024, Oakwood undertook a brand refresh to enhance its appeal to travelers seeking the comforts of home combined with the luxuries of a hotel stay.
In order to provide this, Oakwood is taking advantage of Ascott’s flex-hybrid hotel-in-residence model. As an example, following last year’s brand refresh, all new Oakwood properties will feature on-site dining options. At present, more than half of Oakwood properties offer the convenience of dining on-property, featuring a variety of culinary options that focus on comfort food.
According to Ms Serena Lim, Chief Growth Officer, Ascott:
Oakwood remains one of the fastest-growing brands in Ascott’s portfolio, driven by its strong positioning to capitalise on the increasing popularity of bleisure travel. With a 30% increase in signings in 2024 compared to 2023, Oakwood is well-placed to meet the needs of guests seeking a seamless balance between work and leisure.
Ms Tan Bee Leng, Chief Commercial Officer, Ascott called out importance of food to modern travellers:
As bleisure travel continues to grow, our guests are increasingly seeking distinctive culinary experiences. This reflects a broader shift towards experiential travel, where food acts as a gateway to understanding and appreciating the culture and heritage
of each destination.
As part of the focus on food, Oakwood are running the “All you Knead is Comfort” program through to the end of March.
Expansion Plans and Openings
Ascott has plans to take the Oakwood Premier brand into new cities such as Adelaide, Bali and Shenzhen. In Singapore, the Oakwood Premier brand makes its return with Oakwood Premier Draycott Singapore, located in the Orchard Road precinct.
Oakwood Openings in 2024
The expansion saw Oakwood enter new resort destinations, with new properties in areas such as Chongli, Ha Long, and Batam, marking the brand’s continued growth in the resort sector.
Oakwood Suites Chongli
Featuring mountain views, Oakwood Suites Chongli is a ski resort in the winter sports hub of Chongli in Zhangjiakou City, Hebei Province, China.
Oakwood Ha Long
Located near Bai Chay beach, the centrally located all-villa Oakwood Ha Long provided easy access to Vietnam’s UNESCO World Heritage site, Ha Long Bay.
Oakwood Hotel & Apartments Grand Batam
Located near Grand Batam Mall, Oakwood Hotel & Apartments Grand Batam offers tranquil water views on Indonesia’s Batam island.
Final Words
It’s always good to see a brand in an expansion phase. This will bring further options to Ascott Star Rewards members.
