The Ascott Limited (Ascott) has introduced new enhancements to its loyalty programme, Ascott Star Rewards (ASR), as it marks its sixth anniversary. The improvements aim to expand its membership base to 15 million by 2028, following a 40% increase in 2024 that brought ASR membership to over five million.
In 2024, ASR members contributed to over 90% of Ascott’s app and website bookings, with more than 60% being repeat customers. ASR members also spent an average of 55% more than non-members, driving a 30% increase in ASR-related room revenue. Mobile app downloads surged by 120%, and bookings through the app grew by 64% year-on-year.
To improve the digital experience, Ascott is rolling out updates to the ASR mobile app from April 2025, including:
A refreshed user interface
Personalised travel recommendations
Geolocation-based offers
Streamlined booking process with fewer steps
Pre-arrival check-in and self-check-out
Enhanced multi-room reservation management
On Ascott’s booking website, new payment options such as WeChat Pay and Alipay have been introduced. The site, now available in 11 languages, has also integrated AI-powered chatbot Cubby, which has handled over 300,000 queries since its launch in August 2023. Ascott is also developing a predictive AI recommendation engine to provide tailored travel suggestions based on user preferences.
Tan Bee Leng, chief commercial officer at Ascott, said: "To achieve our target of more than 15 million members by 2028, Ascott is making significant enhancements to our mobile app and website, to enable our loyalty programme, Ascott Star Rewards (ASR), to be seamlessly integrated into the digital journey."
ASR is also expanding its partnership network, offering members exclusive experiences such as access to the French Open in Paris and Chelsea Football Club events. Additional perks include Priority Pass lounge access and the ability to earn KrisFlyer miles on qualifying stays.