Ascott launches mobile app

George Sell George Sell Uploaded 06 October 2020


Singapore: Ascott has launched its Discover ASR mobile app for members of its loyalty programme, Ascott Star Rewards (ASR).

Ascott says the app acts as “a one-stop 24/7 digital concierge for ASR members”.

ASR members can search for special deals and book their stay at aroiund 200 participating properties in over 25 countries and more than 85 cities through the mobile app.

They can also manage their reservations, perform self check-ins and check-outs, redeem e-vouchers, and view their ASR membership status as well as points earned and redeemed via the app. Guests can sign up for a complimentary ASR membership via the Discover ASR mobile app. ASR members will be rewarded with 2,000 ASR points upon their first login to the ‘Discover ASR’ mobile app. ASR members will also receive an additional 10 per cent ASR points rebate for every booking made through the app.

In the coming months, the app will be progressively supported by more languages and enhanced with features such as digital keys to access apartments and ‘Go Green’ notifications to provide guests with the choice to opt out of daily housekeeping and be rewarded with ASR points.

In addition, ASR members will be able to purchase ASR points, make digital payments through the app or redeem ASR points to offset their bill. By January 2021, ASR members will be able to customise their stay by sharing their pre-arrival and in-stay requests. They will also be able to share feedback on their stay through a pulse survey in the mobile app. ASR members who are staying at lyf-branded properties will also have access to the lyf message board and private messaging features which allow them to share their thoughts and stay experience with fellow members or communicate privately with Ascott.

Kevin Goh, CapitaLand’s CEO for Lodging and Ascott’s CEO, said: “The launch of the ‘Discover ASR’ mobile app is part of our digital ecosystem transformation journey to drive the growth of Ascott’s customers globally. Across our multiple lodging brands, Ascott provides a home away from home for a wide demographic of guests with varying lengths of stay. With the mobile app, ASR members are empowered to shape their own stay experiences through a unified platform in a convenient and effective way. The new mobile app also offers Ascott’s partners another channel to reach our growing base of ASR members.”

He added: “Ascott’s adoption of technology has boosted our operational efficiencies and allowed us to deliver greater value to our business partners and customers. The use of unmanned service robots and self check-in kiosk with facial recognition have enabled us to minimise physical contact while continuing to provide seamless services to guests amid COVID-19. We have also upgraded our customer relationship management and property management systems to a cloud enterprise solution to support our fast-expanding global lodging portfolio. The ‘Discover ASR’ mobile app is fully integrated with our backend workflow system, which allows us to quickly attend to guests’ requests. As we scale our business, we will continue to harness the power of technology and drive innovation to sharpen Ascott’s competitive edge.”


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