The Ascott launches new loyalty programme with 3,000-point sign-up bonus

7 May 2019 by Michael Allen

Singapore-based service residence owner-operator The Ascott has launched a new loyalty programme called Ascott Star Rewards, with 3,000 bonus points up for grabs for new members who sign up via the company’s brand websites.

The new programme, which officially launched on April 5, has several features that potential members may find attractive: there is no cap to the points that can be earned, no minimum points required for redemption, no blackout dates, and there is also the option to nominate other guests to earn points.

The programme is free to join at the “Classic” membership tier. Members can then progress up to “Silver”, “Gold” and “Platinum” status based on their accumulated spending during a qualifying period.

The various privileges available at each membership tier can be seen in the table below, which is from Ascott’s website:

Alfred Ong, Ascott’s head of global operations, said in a statement: “Ascott already has a strong sales team globally that generates more than 50 per cent of our revenue directly from corporates. We are rolling out Ascott Star Rewards to drive more direct bookings on our websites and reduce our cost of sales.

“Within the first 10 days of soft launching this new loyalty programme, the number of room nights booked on our websites by members has tripled and online revenue through our websites has grown by 50 per cent.”

Along with the launch of Ascott Star Rewards, Ascott has revamped its booking websites to enable members to access their rewards, redemptions, booking history and preferences on a personalised dashboard. It has also streamlined its room booking process from six to three steps.

Other privileges that Ascott Star Rewards members can enjoy include:

  • Year-long 10 per cent off Best Flexible Rates
  • Seasonal offers of up to 50 per cent discount
  • Property opening specials
  • Birthday discounts of up to 40 per cent
  • Early check-in and late check-out
  • Complimentary airport transfers
  • Room upgrades
  • Breakfast

Existing Ascott Online Advantage members, who will be automatically upgraded to Ascott Star Rewards, will enjoy a tier status match based on their spending with Ascott in 2018 and receive 5,000 bonus points upon their first completed stay from now until 31 December 2019.

Ascott Star Rewards members will have the flexibility to exchange points with the My Tauzia Privilege loyalty programme from 1 June 2019, and this flexibility will be extended to other loyalty programmes such as CapitaStar, as well as the donation of points to CapitaLand’s philanthropic arm, CapitaLand Hope Foundation. Ascott says that, at a later date, it plans to work with partners to allow members to redeem points for various “treats” such as shopping, dining and entry to attractions.

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