Ascott Star Rewards (ASR) just hit its seventh birthday, and instead of cake, it’s celebrating with enhancements to its rewards ecosystem. And if the word ‘enhancements’ scares you, fear not. They are actually using the word ‘enhancements’ in a positive way by making additions and improvements to the program.
ASR is a young program that started out life as a straightforward hotel loyalty programme. Over the last seven years it has now grown into a full travel‑rewards universe. Through the program, you can connect stays, flights, tours, and curated experiences all in one place. With more than eight million members already onboard and big plans to hit 15 million by 2028, ASR is clearly aiming to be the go‑to companion for frequent travelers.
Ms Tan Bee Leng, Chief Commercial Officer, Ascott, said:
Seven years ago, Ascott Star Rewards set out to reward our guests for their stays. Today, we are rewarding them for how they travel – from the moment they book a flight to the experiences they seek at their destination. Whether they are looking to earn more airline miles, unlock exclusive experience packages, or enjoy complimentary preview stays and free breakfasts, the latest ASR programme enhancements across flights, experiences and events are designed to deepen our relationship with ASR members, giving every one of them more reasons to Stay Rewarded with ASR. In 2025, ASR member revenue rose 23% year-on-year, with members accounting for over 90% of our online direct bookings and more than 60% returning for repeat stays. The trust that our members place in ASR as their travel companion is what drives our ambition to do more.
The Enhancements
ASR Now Rewards You for Flights Too
Here’s a new addition to the program: ASR points can now be converted directly into airline miles.
The first airline partner to offer point conversions is KrisFlyer, where 20 ASR points = 1 KrisFlyer mile. Members can convert between 5,000 and 50,000 ASR points per year. This stacks on top of the existing 500 KrisFlyer miles you earn on qualifying direct bookings.
And the airline network is growing. Starting June 2026, Cathay Pacific joins the lineup, alongside ANA and AirAsia, bringing 500 Asia Miles per qualifying stay and even tier‑matching for Cathay Silver, Gold, and Diamond members.
ASR also plans to let members redeem points for flight credits (S$50, S$100, S$200) across 640+ airlines via DiscoverASR.com, thanks to a partnership with Trip.com.
More Than Stays: Tours, Experiences & Events
ASR is leaning into the “travel lifestyle” angle. Members can now earn points on Tours and Experiences booked through DiscoverASR.com. And starting May 2026, points can be redeemed for:
- Sporting and lifestyle events
- Chelsea FC matchday experiences
- ASR Local Signatures activities
- Tours and attraction tickets
It’s a nice shift from “earn points, get a room” to “earn points, live a little.”
engage and reward elite-tier
members through local events
including culinary and preview
stay experiences.
More Ways to Stay Rewarded
While core perks, such as redeem points for free nights at properties across 30 countries, there are improvements being made.
- While platinum members get complimentary breakfast in Europe now, this will soon be extending to properties in China and Japan.
- Gold and Platinum members now enjoy exclusive preview stays at newly opened properties. Think complimentary access during the first month of opening. The pilot at Oakwood Cameron Highlands was a hit, with members praising the personalised service and early‑access feel.
ASR is also rolling out locally curated welcome gifts based on tier. For example, these might include artisan sweets in Europe, tropical treats in Southeast Asia. Plus, members get 20% off dining at participating properties across Southeast Asia.
Cameron Highlands was one of a medley of newly-opened
properties that offered Platinum and Gold-tier ASR members
exclusive preview stays in its opening month.
Event Planners Get Love Too
With Ascott’s events business growing, ASR is extending perks to the people behind the bookings. The refreshed ASR Meeting Planner programme now awards two ASR points per dollar spent on rooms and events, unlocking upgrades, discounts, vouchers, and bonus points.
choose Ascott for their event needs, the refreshed ASR
Meeting Planner programme now awards two ASR points for
every dollar spent on rooms and events.
Pictured: Tay Ho Ballroom at Ascott Ta Ho Hanoi
ASR 7th Anniversary Campaign: Fast Track to Free Nights
To mark its seventh anniversary, ASR is rolling out a limited‑time “Fast Track to Free Nights” campaign. Members who complete at least six qualifying nights across participating ASR properties between April and May 2026 will earn a free night. Each member can earn up to two free nights during the promo period.
Final Words
There are definitely some positive changes being made with this announcement. There’s bigger rewards, new partnerships, and more ways for members to turn everyday travel into something memorable. It feels a bit like the program growing up and maturing into something special.
