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