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Industry: Accommodation       

Membership triples as Ascott’s loyalty programme turns one

(TRAVPR.COM) SINGAPORE - April 30th, 2020 - As The Ascott Limited’s (Ascott) loyalty programme, Ascott Star Rewards (ASR), turns one this month, it is offering its members more value and flexibility in the midst of the COVID-19 situation.

Bonus points: ASR members will receive 20% more points if they choose to receive refund in ASR points for cancellation of their bookings. This is valid for bookings made before 20 April 2020.

Extending ASR tier status and points: Guests can continue to use their ASR points for future stays and earn points towards their current tier status for an additional year until 2021. The expiry of their current balance of ASR points has been extended until April 2021.

Extending ASR global benefits to corporate travellers: Besides making accommodation arrangements with Ascott through their company’s corporate bookers, corporate travellers now have the flexibility of booking online directly with Ascott and start earning ASR points towards their Ascott Business Travel account.

In his message to ASR members, Mr Kevin Goh, Ascott’s Chief Executive Officer, said: “ASR turns one this month. As one of the first loyalty programmes in the serviced residence space, we will continue to get our members further with no cap to points earned, and no minimum or blackout dates when you choose to redeem your points across our growing portfolio of serviced apartments and hotels. We would like to thank you for sticking with us through this period of uncertainty, with a little gesture of our own. We hope these additional boosts will help you go further for your future stays, whether it is to stay longer, to travel farther, or simply to upgrade to a better room.”

ASR continues to expand its reach globally: Since its launch in April 2019, direct bookings online and revenue from ASR members have quadrupled. ASR membership has also tripled. ASR is the first loyalty programme in the serviced residence industry to offer full flexibility to earn and redeem points. Members can earn and redeem points across over 180 participating properties in more than 80 cities and 27 countries. Today, most of the ASR members are from China, Australia, Singapore, France, Philippines and Malaysia. 90% of bookings through Ascott’s websites are made by ASR members. ASR members will continue to have a growing choice of properties across the globe as Ascott further expands its global footprint.


About The Ascott Limited

The Ascott Limited is a Singapore company that has grown to be one of the leading international lodging owner-operators. Ascott's portfolio spans more than 180 cities across over 30 countries in Asia Pacific, Central Asia, Europe, the Middle East, Africa and the USA.

Ascott has about 70,000 operating units and over 44,000 units under development, making a total of about 114,000 units in over 700 properties.

The company’s serviced residence and hotel brands include Ascott The Residence, The Crest Collection, Somerset, Quest, Citadines, lyf, Préférence, Vertu, Harris, Citadines Connect, Fox, Yello and POP!.

Ascott, a wholly owned subsidiary of CapitaLand Limited, pioneered Asia Pacific’s first international-class serviced residence with the opening of The Ascott Singapore in 1984. Today, the company boasts over 30 years of industry track record and award-winning brands that enjoy recognition worldwide.

Ascott’s achievements have been recognised internationally. Recent awards include DestinAsian Readers' Choice Awards 2020 for 'Best Serviced Residence Brand'; World Travel Awards 2019 for ‘Leading Serviced Apartment Brand’ in Asia, Europe and the Middle East; Business Traveller Asia-Pacific Awards 2019 for 'Best Serviced Residence Brand'; Business Traveller China Awards 2019 for 'Best Luxury Serviced Residence Brand'; and TTG China Travel Awards 2019 for ‘Best Serviced Residence Operator in China’.  


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