It is now six years since The Ascott Limited launched its loyalty program Ascott Star Rewards (ASR). By all accounts, ASR has been successful at driving extra business, and they are looking at ways to grow even more.
I find some of the statistics of how the loyalty program drives business interesting. I think it’s worth looking at these statistics, and what steps they are taking to drive further growth.
Anniversary Bonus
But first, an anniversary bonus. In celebration of ASR’s 6th anniversary, ASR members can earn a bonus of 24,000 ASR points for eligible bookings and stays made between 1 April and 31 May 2025. In addition, they could also receive a pair of complimentary airport lounge passes. There are 600 of these up for grabs.
There is one small hurdle to earn those 24,000 ASR Points. You will need to have a stay with a minimum spend of S$1,250. If you have a long stay coming up at an Ascott property, then these points could be yours. Refer to the website for more details.
Growth of ASR
They shared some statistics around the impact ASR has had on its business. In 2024, ASR members accounted for over 90% of Ascott’s app and website bookings. Of these, more than 60% were repeat bookings. Furthermore, the average spend of an ASR member was 55% more than non-members. All up, this brought about over 30% increase in ASR-driven room revenue in 2024.
But that was the past. Looking forward, Ascott is setting itself some pretty impressive targets. While it now has 5 million members, it has set its sights on 15 million members by 2028. It has set a number of strategies to make this happen, including making investments in its mobile app and websites.
Ms Tan Bee Leng, Chief Commercial Officer, Ascott said:
To achieve our target of more than 15 million members by 2028, Ascott is making significant enhancements to our mobile app and website, to enable our loyalty programme, Ascott Star Rewards (ASR), to be seamlessly integrated into the digital journey. Tapping into the power of AI, Ascott is harnessing technology as a driver of efficiency, personalisation, and seamless customer engagement, as part of our tech-forward hospitality journey. This enhanced digital presence is complemented by our commercial strategy which focuses on offering compelling deals, benefits and exclusive experiences to ASR members. It also underscores ASR’s role in driving direct bookings for Ascott properties, reducing our reliance on online travel agencies. ASR members tend to book more frequently, hence contributing to higher profitability for property owners while delivering richer data insights for Ascott to enhance guest experiences and brand loyalty
That all sounds good, so let’s dive into a few areas to see what they are planning to do.
App Updates
The App has proven to be quite popular. In 2023, ASR mobile app downloads increase by over 120%, with bookings increasing 64%. This drove an increase in revenue of over 70% in revenue compared to 2023.
To help keep this momentum going (and help meet its 2028 targets), during April Ascott will begin a refresh to its App.
- A refreshed user interface
- faster access to preferred properties
- Personalised deal recommendations
- Geolocation-based offers
- Streamlined booking process with fewer steps
- Pre-arrival check-in and self-check-out
Ascott Website
The website is continuing to evolve. Cubby is a generative AI chatbot within the website. Ascott are continuing to develop the features that are available within Cubby. For example, they have a pilot underway to add direct booking capabilities directly into the chatbot.
Partnerships and Curated Experiences
Over the last year or so, ASR has warmed to idea of partnerships and curated experiences for its members. An example partnership is one that is has with The Famous CFC, and the upcoming Bangkok Edition of the famous CFC.
Beyond that, ASR have two further programs – the Ascott Privilege Signatures series and the ASR Local Signature Series. The Ascott Privilege Signature series has a focus on major events such as Wimbledon and the Singapore Night Race.
The ASR Local Signature Series sounds more culture immersive in contrast. Example events have included a gastronomic journey in Penang and a violin recital in Paris.
More Ways to Earn Rewards
To enhance the booking and travel planning journey for ASR members, Ascott has partnered with leading travel partners to create a one-stop platform where members can access exclusive experiences and earn ASR points simultaneously. Examples include:
- Priority Pass Airport Lounge access at over 1,700 lounges worldwide, for 15,600 ASR Points
- Members can earn miles in the KrisFlyer frequent flyer program on qualifying stays.
Final Words
I always find it fascinating to see the way companies approach the idea of growing business. After six years of growth, Ascott has now set itself some aggressive growth targets, and is developing some unique member benefits.
