Ascott’s global loyalty platform ‘Ascott Star Rewards’ achieved record member revenue growth in 2023

Ascott’s global loyalty platform ‘Ascott Star Rewards’ achieved record member revenue growth in 2023

The Ascott Limited (Ascott), the lodging enterprise unit wholly owned by CapitaLand Investment (CLI),  marked the 5th yr of its global loyalty platform, Ascott Star Rewards (ASR), with record outcomes from FY 2023. Having grown exponentially since its launch in April 2019, Ascott achieved its highest ever room revenue from ASR members final yr at over S$342 million, surpassing that of FY 2022 by nearly 63%. This was from its 350 taking part properties throughout 14 manufacturers, the place repeat keep revenue from ASR members constituted greater than 60%.

Ascott additionally welcomed a record a million new ASR members in FY 2023. More than 90% of Ascott’s direct internet and cellular app bookings have been made by ASR members, contributing to the channel’s surge in reserving revenue by over 40%, in comparison with 2022. The common spend per transaction of ASR members was over 50% greater than non-members. The dominance of pan-Asian journey was highlighted by way of the reserving preferences of ASR members in 2023. Out of the highest 10 journey locations for ASR members, eight have been Asian nations, whereas the highest 5 feeder markets for worldwide stays have been China, Singapore, the USA, Indonesia, and Australia. Building on the robust momentum, Ascott anticipates yet one more stellar yr for ASR in 2024, with 1Q 2024 already registering a 25% year-on-year uplift in member revenue.

Ms Tan Bee Leng, Chief Commercial Officer, Ascott mentioned: “Riding on a strong momentum of travel recovery, Ascott saw the highest number of property openings in 2023. This brought about a record number of properties onboarded onto the Ascott Star Rewards programme last year, which included the successful integration of the newly acquired Oakwood portfolio into Ascott’s operational framework. Ascott was able to provide higher value offerings and more choices, across brands and geographies, to our ASR members. Our pipeline of property openings following several consecutive years of record signings will propel ASR towards further expansion and innovation in the year ahead.”

“With a robust database of ASR members with an Asian stronghold driving an active member rate of over 60%, we have a deep appreciation of evolving travel trends and the hospitality landscape, especially in the Asia Pacific region. As Ascott continues its growth upswing globally, we will be distilling insights from member preferences to enhance and refine our offerings. All to ensure that Ascott remains the preferred accommodation of choice; and ASR to not only foster loyalty but to drive substantial business growth too,” added Ms Tan.

Celebrating the 5th yr of its loyalty programme, Ascott is rolling out a refreshed model promise for ASR from 1 April 2024 – ‘Stay Rewarded’. From invites to unique global occasions, preferential room charges, complimentary upgrades, entry to unique facilities, and bonus loyalty factors that may be redeemed at no cost stays, experiences, or different rewards, Ascott is setting sights on pushing the boundaries of journey rewards.

“As Ascott marks its 40th year in hospitality service this year with its campaign – Ascott Unlimited, it is an opportune time for ASR to also celebrate its 5th year milestone by going unlimited for our loyalty members. Unlimited in more ways than before, unlimited with more value than ever. With the refreshed ASR brand promise ‘Stay Rewarded’, we want to reward our guests for their stays at Ascott’s properties worldwide, with elevated experiences and enhanced membership privileges. We also want our guests to stay rewarded with a sense of satisfaction and fulfilment that comes from staying loyal to a trusted brand like Ascott. Upholding our commitment to go unlimited for our guests, to foster a sense of belonging and appreciation that is inherently rewarding, this year and beyond,” mentioned Ms Tan.

‘Stay Rewarded’ with the Refreshed Ascott Star Rewards

Driven by Ascott’s dedication to innovation and excellence, the refreshed ASR programme is constructed on three pillars: boldness, innovation, and a penchant for experimentation. Revitalised to be daring and vibrant to personify the younger nature of the refreshed programme, the brand new look additionally displays the limitless potential that the programme brims with, because it continues advancing on its journey to develop into a number one loyalty programme in the hospitality trade.

Underscored by the tagline ‘Stay Rewarded’, the model refresh is showcased by way of a year-long collection of elevated member experiences that features the all-new Ascott Privilege Signatures, enhanced membership privileges, and better keep worth. In a progressive and daring transfer, full 24-hour stays from time of check-in and 48-hour room assure will likely be launched with the refreshed ASR programme. The expanded suite of advantages additionally contains precedence check-in, milestone rewards, airport lounge entry, and extra. Tapping on the rising precedence that travellers place on experiences, ASR members will have the ability to entry unique global occasions as a part of the Ascott Privilege Signatures programme. These embrace main sporting highlights resembling motorsport and tennis championships, alongside native experiences deliberate in key cities all over the world. Benefits have been specifically designed for various tiers of ASR members as detailed in the Appendix.

Elevate Travel Experiences Beyond Stays

To elevate journey experiences all over the world, ASR members will have the ability to earn frequent flyer miles on all eligible direct bookings made through, Discover ASR cellular app in addition to through e-mail or cellphone by way of Ascott’s key airline partnerships from 2Q 2024. Tours and actions can even be out there and bookable through ASR platforms, offering members with a extra seamless reserving and journey planning journey. Additionally, members will have the ability to earn ASR factors for these purchases of excursions and actions whereas planning their itineraries.

One-Stop 24/7 Digital Concierge with Discover ASR Mobile App

Unlocking much more conveniences and enhanced worth for members, the Discover ASR cellular app allows company to find limitless selections to excellent their keep at Ascott, from looking for particular offers, managing reservations, to performing self check-ins. Newly enhanced, added advantages embrace elevated app-exclusive presents tailor-made to go looking patterns, number of keep preferences to help sustainability, in addition to the benefit of digital room keys. New and basic members can even be gifted with an instantaneous improve to the Silver tier upon their first login to the Discover ASR cellular app.

Stay presents with Ascott Unlimited and ASR

Celebrating Ascott’s transformative journey to mark 40 years in hospitality service with ‘unlimited’ prospects, all loyalty members will get pleasure from a complimentary fourth night time with a minimal of three nights booked utilizing the promotional code “ASCOTT40”. Available in any respect ASR taking part properties, the provide is legitimate for bookings and stays from now till 31 December 2024.

An additional testomony to its engagement energy and worth, ASR has been not too long ago awarded the TripZilla Excellence Award 2023: Best Hotel Rewards. For extra data on ASR in addition to detailed member advantages, please go to or view the most recent model refresh movie. An overview of ASR member advantages, milestone rewards, and its refreshed look may also be discovered in the Appendix.


An overview of member advantages


Member Benefits Classic Silver Gold Platinum
Bonus Points

On eligible bookings

+20% +40% +60%
Bonus Rewards (new)

For buy of air tickets, excursions and actions

Member Rates

Year-round financial savings with unique member charges

Early Access to Private Sales (new)

Priority entry to unique sale occasions

Priority Welcome (new)

Dedicated check-in expertise

Birthday Surprise Voucher

Celebratory birthday deal with

New Member Welcome Voucher

25% off first on-line room reserving

Mobile Check-In/Services (new)

Check-in and check-out on the go

Complimentary Wi-Fi Enhanced Wi-Fi Services Enhanced Wi-Fi Services
Late Check-Out Privileges On Priority 2pm 3pm
ASR Local Signatures
Exclusive entry to native experiences
By Invite By Invite
Complimentary Use of Launderette (new)

Complimentary entry to launderette the place out there on-property

1 2
Full 24-Hour Stay (new)

Flexibility to decide on check-in and check-out time


Member Benefits Classic Silver Gold Platinum
Enhanced Room Stay      
48-Hour Room Guarantee (new)

Assured room availability for reservations made no less than 48 hours in advance

Complimentary breakfast at properties in Europe      
Complimentary One-way Airport Transfer for properties in the Middle East       1 per reserving with min 5 nights
Airport Lounge Access Privileges (new)       By Invite
Ascott Privilege Signatures (new)

Exclusive entry to experiential global occasions

      By Invite

















Milestone Rewards


Spend in 1 Calendar Year ASR Milestone Rewards
S$500 Earn extra 500 bonus factors on subsequent keep

The Ascott Limited (Ascott), lodging enterprise unit,  CapitaLand Investment (CLI),  Ascott Star Rewards (ASR),



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