These days, a loyalty program is just not about nights. Over recent years, programs have come to recognise that members are looking for events and experiences.
While this change has been unfolding, Ascott has been building a new loyalty program, Ascott Star Rewards. As it builds the program from the ground up, experiences and events have been baked right into program. As one example, its Ascott Privilege Signature program gives members access to popular global events.
Sporting Locations and Events
While events in general have proven popular, sporting events are particularly popular. Across the globe, Ascott identifies five locations that have emerged as premier spots for anyone with an interest in sports. It’s not just the sporting events, the cities themselves have much to offer in the way of other cultural events.
Paris, France
A new wave of sports enthusiasts has discovered that the City of Light hosts top-tier tournaments and welcomes everyone with flair. Roland Garros, known widely as the French Open and hosted earlier this month, is a prime example. Ascott Privileges Signatures, an exclusive event series for ASR members, served up an unforgettable experience at Roland Garros 2025 for 40 of its members, where they watched world-class tennis play out at the iconic Philippe-Chatrier Court in Paris.
London, United Kingdom
Wimbledon, a legendary tournament scheduled to take place between 30 June and 13 July this year, is a magnet for tennis followers who dream of seeing their heroes up close. The ASR programme offers an exceptional experience package featuring 200,000 ASR points for a London stay and an enviable seat on No. 1 Court to catch opening matches. There is also a pass to Ascott’s hospitality suite at The Lawn.
Melbourne and Sydney, Australia
The action rolls forward all year for Australia, with marquee events like the Australian Open and the Australian Grand Prix taking over Melbourne, while Sydney often stages key rugby matchups. A few well-placed Ascott properties put sports fans close to all the fun, including Oakwood Premier Melbourne and lyf Bondi Junction Sydney.
Singapore
In 2024, the city welcomed The Famous CFC, a global fan event by the Chelsea Football Club. Every year, the country draws huge crowds for the Formula 1 Singapore Grand Prix, a landmark that has already attracted over 550,000 overseas visitors. Members of the ASR programme are set for a remarkable view of this spectacle through an exclusive invitation to The Sky Studio Suite, located near the high-octane turns of the course.
China
Esports has grown into a mainstream passion in China, and several cities such as Shanghai and Hangzhou have become focal points for high-profile competitions. Chengdu, Beijing, and Shenzhen also often hold large-scale esports matches.
