Ascott boosts loyalty programme benefits

George Sell George Sell Uploaded 07 September 2020

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Singapore: Ascott Limited has added a raft of enhancements to its Ascott Star Rewards (ASR) programme, including a points exchange initiative with CapitaStar, Singapore’s leading lifestyle and shopping rewards programme.

Ascott has also launched a new ASR membership status match initiative that will enable existing ASR members and members of other hospitality loyalty programmes to accelerate their progress to higher ASR membership tiers.

Tan Bee Leng, managing director, brand & marketing, The Ascott Limited, said: “Riding on the successful launch of the ASR points purchase feature in June 2020, Ascott is harnessing the scale of two key rewards programmes within the CapitaLand Group to cross-sell and bring greater value to our customers. ASR has a global reach while CapitaStar has around 1.1 million members in Singapore, and we could potentially extend this partnership to the over 11 million CapitaStar members in China. CapitaStar members can easily exchange for ASR points via the CapitaStar app and ASR members can do so via our website.”

She added: “ASR is a key pillar for Ascott to grow new customers and deepen our relationship with existing customers. Since its launch in April last year, ASR membership has increased exponentially, and we will continue to seek opportunities to reward ASR members with more privileges. We are also seeing increasing interest from business partners to leverage ASR’s extensive reach worldwide. By expanding our outreach to other hospitality groups, banks, airlines, professional associations and other potential partners, it will enable us to further grow our base of loyal customers. We thank ASR members for their support and welcome new ASR members to discover and enjoy the comforts of home, space and privacy at our properties worldwide.”

Existing ASR members or new members who are able to show proof of an elite membership status in a loyalty programme with other hospitality groups and a stay with these other groups within the last 18 months will enjoy a matching elite membership status of either Silver, Gold or Platinum status with ASR. For example, a Silver member with Marriott Bonvoy, Hilton Honors, or Accor Live Limitless can directly enjoy a Silver status with ASR, instead of having to start from the entry ASR membership tier of Classic and spending S$1,000 to get to Silver status.

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