Ascott Elevates Loyalty Program ASR with New Features
Ascott celebrates an expansion of its loyalty initiative, ASR, aiming to triple membership to 15 million by 2028.
Ascott Elevates Loyalty Program ASR with New Features
Ascott is marking the sixth anniversary of its loyalty program, Ascott Star Rewards (ASR), with enhancements designed to further enrich the experience for its growing members. In 2024, ASR membership surged over 40%, exceeding five million, with a goal to triple this number to at least 15 million by 2028.
Enhanced Member Features and Digital Integration
Tan Bee Leng, Chief Commercial Officer at Ascott, stated: “To achieve our target of more than 15 million members by 2028, Ascott is making significant enhancements to our mobile app and website, enabling seamless integration of the ASR program into the digital journey. By leveraging AI technology, Ascott aims to boost efficiency and personalize customer engagement.”
Future Engagement Strategies
Furthering engagement with corporate accounts, Ascott plans to enhance loyalty offerings for business travelers and form strategic partnerships with airlines and airports.
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In 2024, ASR members accounted for over 90% of bookings via the app and website, showcasing a significant increase in returns and member spending.
For Enhanced Booking Experiences
Ascott’s updated mobile app will introduce a simplified booking process and enhanced in-app features to streamline the user journey.
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Additionally, the ASR website supports 11 languages, with new payment options introduced to cater to global members.
Strategic Partnerships
This year, ASR will include events like the French Open in Paris as part of its member offerings, aligning with its strategy to provide curated experiences through exclusive partnerships.
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Anniversary Celebration Offers
In celebration of ASR’s 6th anniversary, members booking between April 1 and May 31, 2025, can earn a bonus of 24,000 ASR points, along with complimentary airport lounge passes, limited to the first 300 bookings.
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With additional rewarding opportunities on the horizon, ASR is set to continue delivering invaluable experiences for its members.
