Ascott debuts world’s first serviced residence loyalty programme

The Ascott Limited (Ascott) supports its rapid expansion with the world’s first serviced residence loyalty programme, offering full flexibility to earn and redeem points.

With a global lodging portfolio that grows over 30% annually, Ascott has announced it is embarking on a digital ecosystem transformation. The new initiative aims to drive revenue growth, improve operational efficiency and enhance value to its customers and business partners through a comprehensive front-to-backend systems makeover.

In addition to the launch of Ascott Star Rewards, Ascott is adopting a new revenue management system as well as updating its backend global property management system to a cloud-based one.

 “2018 was a record year”

Kevin Goh, Ascott’s CEO, said: “Ascott has grown its global portfolio at a compound annual growth rate of 32% over the past four years. 2018 was a record year with the addition of over 30,000 units, extending our footprint to over 170 cities across more than 30 countries.

“For every 10,000 serviced residence units signed, we are expecting to earn approximately SGD 25 million (USD 18.4m) in fee income annually as the properties progressively open and stabilise. In 2018 alone, total operational units contributed SGD 186.9m in fee income.

As part of Ascott’s digital transformation, 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.

Digitalisation initiatives

To complement the launch of Ascott Star Rewards, Ascott has revamped its booking websites to enable members to access their rewards, redemptions, booking history and preferences on a personalised dashboard. It has also enhanced members’ online experience by streamlining its room booking process from six to three steps.

Furthermore, Ascott is upgrading to a cloud Property Management System and has also introduced service robots in China to perform a suite of tasks including providing concierge services, leading guests to their rooms or facilities at the property, delivering clean laundry and packages, and providing refilling room supplies.

“A critical enabler to succour this rapid expansion”

Goh added: “As we continue to grow our asset-light business model through management contracts and franchise deals to achieve Ascott’s target of 160,000 units globally by 2023, the ability to expand and multiply efficiently is paramount. Technology is, therefore, a critical enabler to succour this rapid expansion and boost our multiple revenue streams.”