The Ascott is embarking on a digital ecosystem transformation to help its fast-expanding international lodging portfolio.
Ascott goals to drive income development, enhance operational effectivity and improve worth to its clients and enterprise companions by means of a complete front-to-backend methods makeover.
Along with its launch of Ascott Star Rewards, the corporate is adopting a brand new income administration system in addition to updating its backend international property administration system to a cloud-based one.
Kevin Goh, Ascott chief government, stated: “Ascott has grown its international portfolio at a compound annual development price of 32 per cent over the previous 4 years.
“Final yr was a file yr with the addition of over 30,000 models, extending our footprint to over 170 cities throughout greater than 30 international locations. “For each 10,000 serviced residence models signed, we expect to earn roughly S$25 million in price earnings yearly because the properties progressively open and stabilise.
“In 2018 alone, complete operational models contributed S$186.9 million in price earnings.
“As we proceed to develop our asset-light enterprise mannequin by means of administration contracts and franchise offers to realize Ascott’s goal of 160,000 models globally by 2023, the power to broaden and multiply effectively is paramount.
“Know-how is due to this fact a essential enabler to succour this fast growth and increase our a number of income streams.”
As a part of Ascott’s digital transformation efforts, Ascott Star Rewards is providing members no cap to the factors that may be earned, no minimal factors required for redemption, no blackout dates, and even the choice to appoint different visitors to earn factors.
Its 4 membership tiers are primarily based on the visitor’s collected spending through the qualifying interval, beginning with the complimentary basic membership tier, adopted by silver, gold and platinum.
Along with the complete flexibility to earn factors immediately, members also can simply redeem the factors partly or in full by means of Ascott’s web sites for complimentary stays and different privileges.
The Ascott is taken into account Asia’s Main Serviced Condominium Model by voters on the World Journey Awards.
Goh added: “To reinforce the expansion of Ascott’s lodging manufacturers, which now stands at 13, we have now to be smarter in regards to the gross sales and distribution of those numerous manufacturers to make sure we ship the precise merchandise for our visitors.
“By combining the know-how of cloud commerce, income and buyer relationship administration purposes in addition to location analytics, Ascott will be capable to seize an unprecedented stage of information, each on-line and offline.
“We’ll then be capable to customise solely distinctive experiences primarily based on our visitors’ implicit and specific preferences.
“To sharpen Ascott’s aggressive edge to remain forward of the curve, we should proceed to harness know-how to bolster our sturdy worldwide community of shoppers, increase worker productiveness, achieve price benefits from economies of scale and strengthen our operations.”

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