Ascott Launches New Loyalty Programme

Ascott has launched a new loyalty programme that rewards guests who stay at its serviced apartments around the world.

Members of Ascott Star Rewards will get 10% off Best Flexible Rates, seasonal offers of up to 50% discount, property opening specials, birthday discounts of up to 40%, early check-in and late check-out, as well as complimentary airport transfers, room upgrades and breakfast, depending on the property.

Ascott Star Rewards is offering members no cap to the points that can be earned, no minimum points required for redemption, no blackout dates, and even the option to nominate other guests to earn points.

Its four membership tiers are based on the guest’s accumulated spending during the qualifying period, starting with the complimentary Classic membership tier, followed by Silver, Gold and Platinum.

In addition to the full flexibility to earn points instantly, members can also easily redeem the points in part or in full through Ascott’s websites for complimentary stays and other privileges.

Mr Alfred Ong, Ascott’s Head of Global Operations, said, “Ascott already has a strong sales team globally that generates more than 50% of our revenue directly from corporates. We are rolling out Ascott Star Rewards to drive more direct bookings on our websites and reduce our cost of sales. We aim to increase our brand websites’ share of online revenue to 40-50% of total online revenue by 2021. Within the first 10 days of soft launching this new loyalty programme, the number of room nights booked on our websites by members has tripled and online revenue through our websites has grown by 50%. Ascott Star Rewards will provide us with a systematic examination of our guest data to identify, attract and retain the most profitable customers, while cultivating and signing on new customers in new markets.”

Existing Ascott Online Advantage members, who will be automatically upgraded to Ascott Star Rewards, will enjoy a tier match based on their spending with Ascott in 2018 and receive 5,000 bonus points upon their first completed stay from now till 31 December 2019.

Ascott Star Rewards members will have the flexibility to exchange points with My Tauzia Privilege loyalty programme from 1 June 2019, and this flexibility will be extended to other loyalty programmes such as CapitaStar; as well as the donation of points to CapitaLand’s philanthropic arm, CapitaLand Hope Foundation, to support the underprivileged.

At a later phase, there are plans to work with partners to allow members to redeem points for various treats such as shopping, dining and entry to attractions.

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