Singapore – CapitaLand’s wholly owned lodging enterprise unit, The Ascott Restricted (Ascott), is embarking on a digital ecosystem transformation to assist its fast- increasing world lodging portfolio. Ascott goals to drive income progress, enhance operational effectivity and improve worth to its clients and enterprise companions by a complete front-to-backend programs makeover. Along with its launch of Ascott Star Rewards, the world’s first loyalty programme within the serviced residence business to supply full flexibility to earn and redeem factors, Ascott is adopting a brand new income administration system in addition to updating its backend world property administration system to a cloud-based one.
Mr Kevin Goh, Ascott’s Chief Govt Officer, stated: “Ascott has grown its world portfolio at a compound annual progress price of 32% over the previous 4 years. 2018 was a file yr with the addition of over 30,000 items, extending our footprint to over 170 cities throughout greater than 30 international locations. For each 10,000 serviced residence items signed, we expect to earn roughly S$25 million in charge revenue yearly because the properties progressively open and stabilise. In 2018 alone, whole operational items contributed S$186.9 million1 in charge revenue. As we proceed to develop our asset-light enterprise mannequin by administration contracts and franchise offers to realize Ascott’s goal of 160,000 items globally by 2023, the power to increase and multiply effectively is paramount. Know-how is due to this fact a vital enabler to succour this fast enlargement and increase our a number of income streams.”
Mr Goh added: “To reinforce the expansion of Ascott’s lodging manufacturers, which now stands at 13, we have now to be smarter concerning the gross sales and distribution of those numerous manufacturers to make sure we ship the best merchandise for our visitors. By combining the expertise of cloud commerce, income and buyer relationship administration functions in addition to location analytics, Ascott will be capable of seize an unprecedented stage of knowledge, each on-line and offline. We’ll then be capable of customise fully distinctive experiences based mostly on our visitors’ implicit and express preferences. To sharpen Ascott’s aggressive edge to remain forward of the curve, we should proceed to harness expertise to bolster our robust worldwide community of consumers, increase worker productiveness, acquire price benefits from economies of scale and strengthen our operations.”
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 points2. Its 4 membership tiers are based mostly on the visitor’s collected spending throughout the qualifying interval, beginning with the complimentary Basic membership tier, adopted by Silver, Gold and Platinum. Along with the total flexibility to earn factors immediately, members can even simply redeem the factors partly or in full by Ascott’s web sites for complimentary stays and different privileges.
Mr Alfred Ong, Ascott’s Head of International Operations, stated: “Ascott already has a powerful gross sales crew globally that generates greater than 50% of our income instantly from corporates. We’re rolling out Ascott Star Rewards to drive extra direct bookings on our web sites and scale back our price of gross sales. We purpose to extend our model web sites’ share of on-line income to 40-50% of whole on-line income by 2021. Inside the first 10 days of sentimental launching this new loyalty programme, the variety of room nights booked on our web sites by members has tripled and on-line income by our web sites has grown by 50%. Ascott Star Rewards will present us with a scientific examination of our visitor information to establish, entice and retain probably the most worthwhile clients, whereas cultivating and signing on new clients in new markets.”
Ascott’s digitalisation initiatives
To enrich the launch of Ascott Star Rewards, Ascott has revamped its reserving web sites to allow members to entry their rewards, redemptions, reserving historical past and preferences on a personalised dashboard. It has additionally enhanced members’ on-line expertise by streamlining its room reserving course of from six to a few steps.
As a part of its transformational journey to digitalise its enterprise from the core, Ascott is upgrading to a cloud Property Administration System. It’s going to permit Ascott to seamlessly interface with new programs because it scales its enterprise, and to consolidate visitor and reservation information throughout all properties. To higher predict buyer demand and maximise income progress, Ascott is the primary in Asia to undertake a income administration system tailor-made for long-stay enterprise with IDeaS, a number one income administration options supplier.
Ascott’s different digital initiatives underway embody utilizing superior emotion evaluation of visitor opinions to sift out buyer insights for operations, advertising and marketing and branding methods; and an enhanced Buyer Relationship Administration system for Ascott’s gross sales workforce to entry and seize data on company purchasers on their cell gadgets whereas managing leads on the transfer.
Ascott has additionally launched service robots in China to carry out a set of duties together with offering concierge companies, main visitors to their rooms or amenities on the property, delivering clear laundry and packages, and offering refilling room provides. This has elevated productiveness by about 40%, permitting Ascott employees to spend extra time to work together with visitors. Ascott additionally gives using self check-in kiosk with facial recognition at Ascott Orchard Singapore, which has lowered check-in time for visitors from 5 minutes on the entrance workplace to 2 minutes on the kiosk. Ascott is the primary serviced residence firm to undertake the self check-in kiosks with facial recognition, with plans to roll them out to its properties all over the world.
Ascott Star Rewards gives
Members can take pleasure in a variety of privileges together with year-long 10% off Greatest Versatile Charges, seasonal gives of as much as 50% low cost, property opening specials, birthday reductions of as much as 40%, early check-in and late check-out3, in addition to complimentary airport transfers, room upgrades and breakfast3.
To have a good time the launch of Ascott Star Rewards, members will obtain 3,000 bonus factors upon sign-up through Ascott’s model web sites. Current Ascott On-line Benefit members, who shall be mechanically upgraded to Ascott Star Rewards, will take pleasure in a tier match based mostly on their spending with Ascott in 2018 and obtain 5,000 bonus factors upon their first accomplished keep from now until 31 December 2019.
Ascott Star Rewards members may have the flexibleness to trade factors with My TAUZIA Privilege loyalty programme from 1 June 2019, and this flexibility shall be prolonged to different loyalty programmes similar to CapitaStar4; in addition to the donation of factors to CapitaLand’s philanthropic arm, CapitaLand Hope Basis, to assist the underprivileged. At a later part, there are plans to work with companions to permit members to redeem factors for numerous treats similar to procuring, eating and entry to points of interest.
Please discuss with the Annex for extra data on Ascott Star Rewards.
Annex – Ascott Star Rewards
Incomes factors: Ascott Star Rewards membership is free. Members can earn and redeem factors from direct bookings in any respect collaborating serviced residences beneath the Ascott, Citadines, Citadines Join, Somerset, The Crest Assortment or lyf manufacturers globally. Factors will be earned for the next:
Factors collected shall be legitimate for 2 years upon the date of accumulation. Members can test their factors steadiness on their member dashboard for factors expiring throughout the subsequent six months.
Flexibility in redemption: Members can immediately redeem any quantity of factors for complimentary stays and different privileges. Members can partially redeem room stays, pay for the remaining quantity in money and earn factors on the money portion paid. There are not any blackout dates for redemptions.
Membership tiers: Ascott Star Rewards members will qualify for 4 membership tiers: Basic, Silver, Gold and Platinum, relying on their collected spending. The longer the interval of keep, the extra rewards the member can simply accumulate and improve to the following membership tier.
International privileges: Basic and Silver members are entitled to privileges together with year-long 10% off Greatest Versatile Charges, seasonal gives, property opening gives, birthday reductions of 25% off Greatest Versatile Charges and complimentary in-room web entry.Gold and Platinum members get added advantages of 30% and 40% off Greatest Versatile Charges respectively throughout their birthday months, and luxuriate in precedence for early check-in and late check- out. Platinum members additionally get complimentary room upgrades, topic to availability, in addition to complimentary breakfast at chosen properties.
There isn’t any expiry date for the Basic tier. Silver, Gold and Platinum tiers shall be legitimate for one yr from the date of attaining the minimal spend for every tier.Company can register on-line at or in individual at any Ascott serviced residence all over the world.
1 Payment revenue consists of charge based mostly and repair charge revenue. 2 An Ascott Star Rewards member who has booked a number of residences can nominate different visitors to earn factors for an house keep. Three Topic to availability. four CapitaStar is CapitaLand’s cardless rewards programme with greater than eight million members throughout Singapore, Malaysia and China.

ContactJoan TanAssistant Vice President, Company CommunicationsPhone: +65 6713 2864Ship E mail

About The Ascott Restricted
The Ascott Restricted is a Singapore firm that has grown to be one of many main worldwide lodging owner-operators. It has greater than 58,000 working items in key cities of the Americas, Asia Pacific, Europe, the Center East and Africa, in addition to over 43,000 items  that are beneath growth, making a complete of greater than 101,000 items in over 670 properties.
The corporate’s serviced residence and lodge manufacturers embody Ascott, Citadines, Citadines Join, Somerset, Quest, The Crest Assortment, lyf, Préférence, Vertu, Harris, Fox, Yello and POP!. Ascott’s portfolio spans greater than 170 cities throughout over 30 international locations.
Ascott, an entirely owned subsidiary of CapitaLand Restricted, pioneered Asia Pacific’s first international-class serviced residence with the opening of The Ascott Singapore in 1984. Immediately, the corporate boasts over 30 years of business observe file and award-winning manufacturers that take pleasure in recognition worldwide.
Ascott’s achievements have been recognised internationally. Latest awards embody DestinAsian Readers’ Selection Awards 2019 for ‘Greatest Serviced Residence Model’; World Journey Awards 2018 for ‘Main Serviced Condo Model’ in Asia, Europe and the Center East; TTG China Journey Awards 2018 for ‘Greatest Serviced Residence Operator in China’; Enterprise Traveller Asia-Pacific Awards 2018 for ‘Greatest Serviced Residence Model’; Enterprise Traveller UK Awards 2018 for ‘Greatest Serviced Condo Firm’ and Enterprise Traveller China Awards 2018 for ‘Greatest Luxurious Serviced Residence Model’. For a full record of awards, please go to
About CapitaLand Restricted
CapitaLand Restricted (CapitaLand) is certainly one of Asia’s largest actual property corporations. Headquartered and listed in Singapore, it’s an proprietor and supervisor of a worldwide portfolio price over S$100 billion as at 31 December 2018, comprising built-in developments, procuring malls, lodging, workplaces, properties, actual property funding trusts (REITs) and funds. CapitaLand’s market capitalisation is roughly S$13 billion as at 31 December 2018. Current throughout greater than 180 cities in over 30 international locations, the Group focuses on Singapore and China as core markets, whereas it continues to increase in markets similar to Vietnam, Europe and the U.S.
CapitaLand’s aggressive benefit is its vital asset base and intensive market community. Coupled with intensive design, growth and operational capabilities, the Group develops and manages high-quality actual property services and products. It additionally has one of many largest funding administration companies in Asia and a secure of 5 REITs listed in Singapore and Malaysia – CapitaLand Mall Belief, CapitaLand Industrial Belief, Ascott Residence Belief, CapitaLand Retail China Belief and CapitaLand Malaysia Mall Belief.
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