Serviced ApartmentsStar Rewards is offering members no cap to the points that can be earned, no minimum points required for redemption.

Ascott’s new loyalty programme is up, up and away

By
|
Ascott Star Rewards 190424
Ascott has revamped its booking websites to enable members to access their rewards.
Ascott Star Rewards 190424

“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 is launching Star Rewards, the world’s first loyalty programme in the serviced residence industry to offer full flexibility to earn and redeem points.

The move is part of Ascott’s digital ecosystem transformation to support its fast-expanding global lodging portfolio. 

Kevin Goh, Ascott’s CEO, said,  “To augment the growth of Ascott’s lodging brands, which now stands at 13, we have to be smarter about the sales and distribution of these various brands to ensure we deliver the right products for our guests. 

“By combining the technology of cloud commerce, revenue and customer relationship management applications as well as location analytics, Ascott will be able to capture an unprecedented level of data, both online and offline. 

“We will then be able to customise entirely unique experiences based on our guests’ implicit and explicit preferences.” 

As part of Ascott’s digital transformation efforts, 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 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 redeem the points in part or in full through Ascott’s websites for complimentary stays and other privileges.

Alfred Ong, Ascott’s head of global operations, added, “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.”

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.


JDS Travel News JDS Viewpoints JDS Africa/MI