Ascott upgrades loyalty programme to offer more rewards for members' bookings via direct channel

TANJONG PAGAR, Singapore - March 31, 2022 - PRLog -- CapitaLand Investment Limited's (CLI) wholly owned lodging business unit, The Ascott Limited (Ascott) has upgraded its loyalty programme, Ascott Star Rewards (ASR), to offer more rewards for members' bookings made via its direct channels. In celebration of ASR's third anniversary in April, ASR members can now earn points on qualifying bookings through Ascott's reservation offices via email, phone call and WeChat as well as authorised travel agents via Ascott's Global Distribution System. Members can also earn points for walk-in bookings at more than 400 ASR participating properties in over 130 cities across more than 30 countries. These channels are in addition to Ascott's booking website discoverasr.com and the Discover ASR mobile app.

ASR has also been expanded to include more exclusive benefits. ASR members can enjoy priority check-ins, birthday discount e-vouchers and look forward to brand-specific arrival experiences and welcome amenities or signature gifts that are customised for each of Ascott's 14 award-winning brands.

Ms Tan Bee Leng, Ascott's Managing Director for Brand & Marketing, said: "Three years on, Ascott remains steadfast in our commitment to uphold ASR as one of the most flexible loyalty programmes in the hospitality industry. There is no cap to ASR points earned, no minimum points redemption and no blackout dates for redemption. Our ASR members enjoy maximum flexibility and convenience when using their points. Even when travel was most hard-hit during COVID-19, our ASR members have stood by us and remained loyal guests of Ascott. Since its launch in 2019, ASR membership has been increasing by 40% annually. ASR members continue to find value with Ascott, contributing about 90% of Ascott's direct bookings online and about 50% of ASR members are repeat guests."

Ms Tan added: "In celebration of ASR's third anniversary, we are providing bigger and better rewards to ASR members. And we want to extend these added perks to all members who make bookings with us via any of our direct channels. Be it for leisure or business, be it an online or a phone call booking, we look forward to giving all our ASR members the best experience and value possible as they plan for their next stay with Ascott. With the gradual opening of international borders, we look forward to welcoming our ASR members home at our properties worldwide."

More: bit.ly/ASR3rdAnniv