90% of direct web and mobile app bookings were attributed to ASR members, leading to a surge in booking revenue by over 40%
The Ascott Limited (Ascott), a lodging business unit wholly owned by CapitaLand Investment (CLI), celebrated the 5th anniversary of its global loyalty platform, Ascott Star Rewards (ASR), by substantial growth in 2023, marked by record revenue and a surge in membership.
In FY 2023, Ascott recorded its highest ever room revenue from ASR members, totaling over S$342 million, showcasing a significant increase of nearly 63% compared to the previous year. This performance was supported by the participation of ASR members across Ascott’s 350 properties spanning 14 brands globally. The ASR program, now in its fifth year, has seen exponential growth since its inception in April 2019. Last year, repeat stay revenue from ASR members accounted for over 60% of total revenue.
The momentum continued with Ascott welcoming a record one million new ASR members in FY 2023. More than 90% of direct web and mobile app bookings were attributed to ASR members, leading to a surge in booking revenue by over 40% compared to the previous year. Furthermore, Ascott highlighted that the average spend per transaction of ASR members exceeded that of non-members by over 50%.
According to Ascott, the impact of Asian travel preferences was obvious, with eight out of the top 10 travel destinations for ASR members located in Asia. The company’s data showed that China, Singapore, the USA, Indonesia, and Australia emerged as the top five feeder markets for international stays. The company anticipates continued growth in 2024, with a 25% year-on-year increase in member revenue already recorded in 1Q 2024.
Tan Bee Leng, Chief Commercial Officer, Ascott, highlighted the company’s commitment to leveraging insights from member preferences to enhance offerings and drive sustainable growth. She added, “Riding on a strong momentum of travel recovery, Ascott saw the highest number of property openings in 2023. This brought about a record number of properties onboarded onto the Ascott Star Rewards program last year, including the successful integration of the newly acquired Oakwood portfolio into Ascott’s operational framework.”
To commemorate the 5th anniversary of ASR, Ascott also unveiled a refreshed brand promise, ‘Stay Rewarded,’ effective from April 1, 2024. The enhanced ASR program aims to offer members more privileges and increased value.
Under the refreshed ASR program, Ascott introduced a range of benefits aimed at enhancing member experiences. These include Ascott Privilege Signatures, which provide access to global events such as major sporting championships and local experiences in key cities worldwide. According to Ascott, ASR members will also have the opportunity to earn frequent flyer miles on eligible direct bookings and access tours and activities through ASR platforms, enriching their travel planning journey.
Ascott also highlighted the Discover ASR mobile app, which serves as a 24/7 digital concierge. The app provides access to a range of services such as searching for special deals to managing reservations and self-check-ins, as well as app-exclusive offers, sustainability support options, and digital room keys.
In terms of recognising the company’s success, Ascott also shared that the ASR recently received the TripZilla Excellence Award 2023 for Best Hotel Rewards.
