Ascott Limited is ramping up its loyalty engagement programme, Ascott Star Rewards (ASR), with feature enhancements and better offerings to elevate the travel experience for its growing base of loyal members.
Its Chief Commercial Officer Tan Bee Leng said the enhancement is meant to create compelling ASR offerings for business travellers as well as the companies they represent.
“We will be broadening the ASR ecosystem with more strategic partnerships, such as airlines and airports, to reward members with more perks to enrich their stay experiences with Ascott.
“In line with ASR’s brand promise of ‘Stay Rewarded’, we will also be deepening connections with our members to deliver them the best experiences while supporting the long-term profitability of Ascott’s business,” Tan added.
The efforts undertaken include enhancing the ASR booking experience with seamless features and artificial intelligence (AI)-driven innovation via a series of app updates from April 2025 onward.
“With these updates, the app will go beyond just booking as the upcoming improvements enable seamless pre-arrival check-in and self-check-out alongside easy management of multi-room reservations while providing convenient access to in-room services and communication with the property teams.
“Together with the mobile app, the ASR website also serves as a key driver of direct bookings. The website now supports 11 languages and added payment options like WeChat and Alipay to cater to Ascott’s expanding global reach,” Tan shared.
At the same time, Tan said Ascott will also harness and leverage AI technology to uplift the ASR programme to support the planning journey of its guests.
“Leveraging data-driven insights, Ascott’s new recommendation engine will tap into predictive AI, turning past data and preferences into tailored recommendations for ASR members. These include recommendations of travel destinations, suggested brand experiences alongside potential properties that would be most ideal for each guest,” she said.
She then highlighted that for this year, ASR is adding the French Open in Paris to its lineup of Ascott Privilege Signatures series and will also offer the Bangkok edition of The Famous CFC.
“These new additions are in line with ASR’s shift in focus to offering curated experiences and exclusive partnerships as part of its member rewards strategy.
“While the ASR Local Signatures series allows members to enjoy immersive explorations of local culture, from a gastronomic journey in Penang to a private violin recital in Paris, the Ascott Privilege Signatures series enables members to attend major events such as The Championships, Wimbledon and the Singapore Night Race,” Tan said.
Tan added that Ascott has also partnered with leading travel partners to create a one-stop platform where members can access exclusive experiences and earn ASR points simultaneously.
“For example, for just 15,600 points, members can enjoy Priority Pass Airport Lounge access at over 1,700 lounges worldwide.
“And in celebration of ASR’s 6th anniversary, members can earn a bonus of 24,000 ASR points for bookings and stays made between April 1 and May 31, 2025, plus enjoy a pair of complimentary airport lounge passes. This offer is valid for bookings made via the ASR mobile app or website, limited to the first 300 bookings,” Tan noted.
Looking ahead, Tan said Ascott will be stepping up its loyalty engagement with corporate accounts, to create compelling ASR offerings for business travellers as well as the companies they represent.
