Latest news with #AscottStarRewards
The Sun
5 days ago
- Business
- The Sun
Ascott Grows The Crest Collection in East Asia and the Middle East, Extending the Brand's Heritage-Inspired Luxury Beyond Europe and Southeast Asia
· Added new locations in Japan, China, the UAE and Saudi Arabia, including the brand's first resort · La Clef Bangkok by The Crest Collection is set to open soon, bringing the brand's number of operating properties in Southeast Asia to four · Launches The Crest Chronicles, the inaugural brand programme celebrating the unique heritage stories that define each property and enrich guest experiences SINGAPORE - Media OutReach Newswire - 3 June 2025 - The Ascott Limited (Ascott), the wholly owned lodging business unit of CapitaLand Investment (CLI), is accelerating the global expansion of its European-born luxury brand, The Crest Collection, in response to growing demand from luxury travellers for distinctive, heritage-rich stays. Over the past six months, the brand has gained strong momentum across East Asia and the Middle East, adding over 1,200 units from four new signings and one opening. The portfolio now comprises 16 properties with over 2,700 units, both operational and in the pipeline, across 11 countries and 13 cities. As a key brand within the Ascott Star Rewards (ASR) programme, The Crest Collection enhances the diversity of the ASR portfolio, offering members a broader range of luxury options and more opportunities to experience heritage-inspired stays around the world. Among the newest additions in East Asia is SEN/KA TOKYO by The Crest Collection, set to open in the second half of 2029, marking the brand's debut in Japan. Also contributing to growth in the region are two developments in China: Hong Yuan Hotel by The Crest Collection, which opened in Haikou, Hainan Province, at the end of last year, and a property slated to open by mid-2026 in Wuhan's Donghu New Technology Development Zone, commonly known as Optics Valley. In the Middle East, Al Mahra Resort by The Crest Collection – the brand's first resort and its debut in the United Arab Emirates – will open in early 2027, to be followed by the brand's first property in Saudi Arabia, opening in Riyadh in 2028. This expansion into East Asia and the Middle East builds on the brand's growing traction in Southeast Asia. La Clef Bangkok by The Crest Collection, set to open in mid-2025, will become the brand's fourth property in the region, following the 2023 debut of The Grand Mansion Menteng by The Crest Collection in Indonesia, The George Penang by The Crest Collection in Malaysia and The Robertson House by The Crest Collection in Singapore. Meanwhile, the brand's seven other operational and pipeline properties are located across Europe, where The Crest Collection was first established in 2016. Ms Serena Lim, Chief Growth Officer, Ascott, said: 'Interest in luxury stays continues to rise in Asia and the Middle East, driven by travellers seeking meaningful connections to the region's rich culture and heritage. The Crest Collection meets this aspiration with its 'A Story Behind Every Door' brand promise, delivering culturally immersive experiences enriched by each property's distinctive identity, while enabling owners to tap into the strength of Ascott's global commercial ecosystem. Supported by our flex-hybrid model and multi-typology brand strategy, The Crest Collection is highly conversion-friendly, adapting seamlessly across serviced residences, hotels, resorts and other accommodation types. While recent signings highlight new builds such as the brand's first resort, its adaptability also makes it ideal for property conversions that enable swift time-to-market. By tailoring solutions to the unique demands of each location, our market-driven approach empowers us to respond to evolving traveller expectations with agility and deliver sustained value for owners.' The luxury travel sector is projected to grow from US$1.4 trillion in 2024 to US$2.2 trillion by 2030, driven not just by affluence among the wealthy but also by younger travellers who are willing to pay top dollar for meaningful experiences[1]. With luxury travellers drawn to destinations that excite, along with surprising environments and experiences that speak to their individuality[2], it is clear that the true essence of luxury lies in celebrating unique stories rather than uniformity. Ms Tan Bee Leng, Chief Commercial Officer, Ascott said: 'Curating experiences that resonate with the expectations of the most discerning travellers has become the currency of modern luxury. Our most affluent guests are seeking emotional connection, personal transformation and cultural resonance. By integrating heritage narratives with thoughtfully curated hospitality, The Crest Collection offers our guests a luxurious and storied experience rooted in the unique identity of each property and its locale. Defined not only by what is provided, but by what is remembered, every stay at a Crest Collection property reflects Ascott's boutique lens on luxury – one that nurtures individuality and crafts hyper-localised, distinctive experiences that engage all the senses. This approach allows us to offer timeless sophistication, elevated by bespoke touches that reflect the spirit of each destination. As The Crest Collection expands from Europe to Asia and the Middle East, we remain dedicated to redefining modern luxury through evocative, story-driven experiences that deliver meaningful moments with purpose and creativity.' Distinctive Heritage Stories Shape The Crest Collection's Luxury Expansion With every addition, The Crest Collection reinforces its vision of heritage-inspired hospitality. Each property brings local culture to life through design, storytelling and immersive guest experiences. · La Clef Bangkok by The Crest Collection, opening in mid-2025, is situated near Thong Lo BTS station on the historically significant Sukhumvit Soi 38. The 115-unit luxury serviced residence artfully blends French Art de Vivre with cherished Thai heritage, offering a range of premium amenities including a luxurious swimming pool, rejuvenating onsen, inviting residents' lounge and state-of-the-art fitness centre. Beyond easy access to upscale shopping destinations, vibrant entertainment venues and top-tier medical facilities, guests can look forward to a refined selection of studios and one- to two-bedroom apartments, each thoughtfully designed to embody the timeless elegance and rich legacy of its distinguished location. · The upcoming SEN/KA TOKYO by The Crest Collection is part of the landmark Yaesu 1-Chome North District Type 1 Urban Redevelopment Project, located near Tokyo Station in the Yaesu district. The property's name pays tribute to its location, historically known as Gofuku-cho (Kimono Fabric Town) during the Edo period, once home to prestigious kimono fabric shops patronised by the shogunate and the Imperial Household. The district's rich heritage of delicate artistry and craftsmanship will be brought to life through the design and storytelling of this luxury hotel-in-residence, which features 92 guestrooms designed for both short and extended stays. · Hong Yuan Hotel by The Crest Collection, which opened late last year in Haikou, China, draws inspiration from the city's historic role as a key gateway on the ancient Maritime Silk Road. Located in the Jiangdong New District of the Hainan Free Trade Port, the 261-key hotel blends Song Dynasty aesthetics with modern luxury. Guests are immersed in a richly storied environment – from copper screen partitions in the lobby and architecture echoing Song-era design, to Chinese paintings depicting maritime trade scenes in the restaurant, all reflecting Haikou's historic role as a hub of global cultural and commercial exchange. The upcoming property in Wuhan's Optics Valley will further grow The Crest Collection's presence in China, offering a narrative rooted in the city's academic and innovation heritage at the heart of a national high-tech development zone. · Al Mahra Resort by The Crest Collection located on Marjan Island, Ras Al Khaimah, takes its name from the Arabic word 'mahra', referring to a young female horse – a symbol of youthful grace, strength and noble spirit in Bedouin heritage. Reflecting these qualities, the 539-key beachfront resort will blend Arabian heritage with contemporary design, offering guests an experience rooted in the UAE's rich equestrian and cultural legacy. · The Crest Collection will also make its debut in Saudi Arabia when it opens in Riyadh, offering bespoke hospitality in the Kingdom's capital with a stay experience inspired by local culture. Strategically located on King Fahd Road and surrounded by key commercial and lifestyle hubs, the property will house a selection of accommodation options spanning elegant hotel rooms, serviced apartments, and suites, catering to both leisure and business travellers. Guests can expect access to an array of premium amenities, including specialty dining restaurants, a signature 'Reading Room' lounge and café, and comprehensive wellness facilities featuring a pool, gym, and treatment rooms. The property will also offer state-of-the-art meeting and multi-functional spaces. The Crest Chronicles: Showcasing Heritage and Hospitality at The Crest Collection Through a carefully curated series of activations spanning gastronomy, literature, architecture, art and performance, The Crest Chronicles brand programme brings heritage stories to life at each property within The Crest Collection. From culinary events that evoke the flavours of the past to literary legacies that immerse guests in historic narratives, this programme reveals the stories behind every door. In Paris, France, La Clef Champs-Élysées Paris by The Crest Collection, the flagship property that launched the brand, has hosted Cognac Heritage Tastings featuring three exceptional eaux-de-vie – Hennessy, A.E. Dor and Koya – offering guests a unique journey through fine cognacs and brandies inspired by the heritage of the former Hennessy family mansion, now home to the hotel. Meanwhile, history enthusiasts can explore the 1889 Exposition Universelle through a Literary Display opening mid-June in the lobby of La Clef Tour Eiffel Paris by The Crest Collection. At Hong Yuan Hotel by The Crest Collection in Haikou, China, guests can immerse themselves in the cultural richness of the Song Dynasty, the hotel's key design inspiration. Titled 'The Four Refinements of the Song Dynasty', year-round activities include tea tastings, floral arrangement workshops, incense crafting, art appreciation and guqin performances. Complementing these experiences, a thoughtfully curated culinary menu inspired by the 24 solar terms of Chinese culture promotes health, relaxation and seasonal nourishment.
Associated Press
01-04-2025
- Business
- Associated Press
Ascott powers up loyalty programme, Ascott Star Rewards, with enhanced member features to treble membership by 2028
Refreshes user interface and boosts personalisation on ASR mobile app to enhance ease of use Expands booking capabilities of GenAI-powered chatbot on to make online direct bookings more seamless Develops predictive AI travel recommendation engine for ASR members to simplify travel planning process Elevates perks for ASR members to gain exclusive access to iconic events and experiences SINGAPORE - Media OutReach Newswire - 1 April 2025 - The Ascott Limited (Ascott), the lodging business unit wholly owned by CapitaLand Investment (CLI), is celebrating the sixth anniversary of its loyalty programme, Ascott Star Rewards (ASR), with feature enhancements aimed at further enriching the travel experience for its growing base of loyal members. In 2024, ASR membership grew by over 40% to surpass five million. Ascott is setting a target to treble the number of ASR members to at least 15 million by 2028. Ascott is enhancing its mobile app and website to reach 15 million Ascott Star Rewards members by 2028. Cubby, the GenAI-powered web chatbot on Ascott's booking website now offers direct bookings with personalised property recommendations and the best rates. In 2024, ASR members accounted for over 90% of Ascott's app and website bookings, more than 60% of which were repeat bookings. On average, ASR members spent 55% more than non-members, which brought about over 30% increase in ASR-driven room revenue in 2024. Last year, ASR mobile app downloads surged by over 120%, with bookings increasing 64%, driving a more than 70% rise in revenue compared to 2023. Ascott's web booking channel – has been seeing double digit growth for the past three years. As ASR continues to evolve, its focus will move beyond traditional benefits to include curated event experiences and personalised offerings through its mobile app and website. From a traditional points-based rewards system to an integrated solution, the strong growth trajectory of ASR within six years is testament of the loyalty from its growing membership base. Ms Tan Bee Leng, Chief Commercial Officer, Ascott said: 'To achieve our target of more than 15 million members by 2028, Ascott is making significant enhancements to our mobile app and website, to enable our loyalty programme, Ascott Star Rewards (ASR), to be seamlessly integrated into the digital journey. Tapping into the power of AI, Ascott is harnessing technology as a driver of efficiency, personalisation, and seamless customer engagement, as part of our tech-forward hospitality journey. This enhanced digital presence is complemented by our commercial strategy which focuses on offering compelling deals, benefits and exclusive experiences to ASR members. It also underscores ASR's role in driving direct bookings for Ascott properties, reducing our reliance on online travel agencies. ASR members tend to book more frequently, hence contributing to higher profitability for property owners while delivering richer data insights for Ascott to enhance guest experiences and brand loyalty.' 'Looking ahead, Ascott will be stepping up our loyalty engagement with corporate accounts, to create compelling ASR offerings for business travellers as well as the companies they represent. We are also broadening the ASR ecosystem with more strategic partnerships such as airlines and airports, to reward members with more perks to enrich their stay experiences with Ascott. In line with ASR's brand promise to Stay Rewarded, we remain focused on deepening connections with our members to deliver them the best experiences while supporting the long-term profitability of Ascott's business,' added Ms Tan. Enhancing the ASR Booking Experience with Seamless Features and AI-Driven Innovation In 2024, ASR mobile app downloads surged 120%, bookings rose 64% and revenue grew over 70% compared to 2023. The updated ASR app will feature a refreshed interface, faster access to preferred properties, personalised deal recommendations and enhanced functions for a seamless pre-to- post stay experience. Bookings via ASR mobile app will soon take half the steps of before. To further enhance the mobile experience, ASR will introduce a series of app updates from April 2025, streamlining the journey from log-in to check-out. These updates include a refreshed user interface, personalised travel and stay recommendations and geolocation-based offers, along with an optimised landing page for quicker access to deals and property highlights. In addition, the app will go beyond just booking, with upcoming enhancements made to pre-to-post stay functions like seamless pre-arrival check-in, self-check-out alongside easy management of multi-room reservations, while providing convenient access to in-room services and communication with the property teams. Together with the mobile app, the ASR website serves as a key driver of direct bookings. The website now supports 11 languages and added payment options like WeChat and Alipay, to cater to Ascott's expanding global reach. New member sign-up and log-in options via WeChat and Alipay further allow for easy access to member accounts and deals. The ASR website also acts as a content hub for travel inspiration, offering destination guides and insider recommendations to help members plan their ideal stays. Since its launch in August 2023, Cubby, a generative AI-powered web chatbot, has processed over 300,000 queries and generated more than 2,000 booking leads. New features, including the pilot of direct booking capabilities within Cubby, further personalise the experience by offering tailored property recommendations and the best rates. Ascott will further harness AI to uplift the ASR programme to support the planning journey of its guests. Leveraging data-driven insights, Ascott's new recommendation engine will tap on predictive AI, turning past data and preferences into tailored recommendations for ASR members. These include recommendations of travel destinations, suggested brand experiences alongside potential properties that would be most ideal for each guest. Exclusive Partnerships and Curated Experiences to Enhance ASR Member Journeys This year, ASR is adding the French Open in Paris to its lineup of Ascott Privilege Signatures series and will also offer the Bangkok edition of The Famous CFC from 25 to 26 April 2025, featuring Chelsea legend Gianfranco Zola. More details on our member package for the Bangkok edition of The Famous CFC can be found here. These new additions are in line with ASR's shift in focus to offering curated experiences and exclusive partnerships as part of its member rewards strategy. In 2024, Ascott became the Official Global Hotels Partner of Chelsea Football Club, providing ASR members with access to exclusive experiences, including private stadium tours of Stamford Bridge, coaching sessions at Chelsea's Cobham Training Ground and the Singapore edition of The Famous CFC, Chelsea's international fan engagement programme. Through the Ascott Privilege Signatures series, ASR also brought members to major events such as The Championships, Wimbledon, and the Singapore Night Race. Additionally, through the ASR Local Signatures series, members have enjoyed immersive explorations of local culture, from a gastronomic journey in Penang to a private violin recital in Paris. These tailor-made events elevate the ASR membership experience, creating unforgettable moments in each destination. With additional partnerships and experiences on the horizon, ASR is set to continue delivering highly sought after opportunities for its members. More Ways to Earn Rewards By partnering with top travel brands, ASR now offers a one-stop platform where members can enjoy exclusive benefits like Priority Airport Lounge access and earn frequent flyer miles on qualifying stays. These updates reflect ASR's shift towards curated experiences and exclusive partnerships as part of its enhanced rewards strategy. To enhance the booking and travel planning journey for ASR members, Ascott has partnered with leading travel partners to create a one-stop platform where members can access exclusive experiences and earn ASR points simultaneously. For just 15,600 points, members can enjoy Priority Pass Airport Lounge access at over 1,700 lounges worldwide. Ascott has also teamed up with frequent flyer programmes like KrisFlyer, enabling members to earn miles on qualifying stays. More on our latest partner offers can be found here. A Special Anniversary Offer for ASR Members In celebration of ASR's 6th anniversary, members can earn a bonus of 24,000 ASR points for bookings and stays made between 1 April and 31 May 2025, plus enjoy a pair of complimentary airport lounge passes. This offer is valid for bookings made via the ASR mobile app or website, limited to the first 300 bookings. Terms and conditions apply. For more information, please visit our website for the latest member deals. About Ascott Star Rewards (ASR) Ascott Star Rewards (ASR) offers members a range of exclusive privileges designed to elevate every aspect of their travel experience. From priority welcome services and access to airport lounges, to enhanced stay benefits such as car rental privileges, bonus ASR points, airline miles and travel vouchers, ASR ensures a seamless, start-to-finish experience. Beyond exceptional stays, ASR members also enjoy access to Ascott Privilege Signatures, which unlocks invitations to prestigious global events, including Premier League football matches, renowned tennis tournaments, and elite gastronomy and lifestyle experiences. To become an ASR member, sign up today at The issuer is solely responsible for the content of this announcement. The Ascott Limited The Ascott Limited (Ascott) is driven by a vision to be the preferred hospitality company, enriching global living with heartfelt experiences. With a portfolio of over 980 properties across more than 230 cities in over 40 countries, Ascott's presence spans Asia Pacific, Central Asia, Europe, the Middle East, Africa and the USA. Its diverse collection of award-winning brands includes Ascott, Citadines, lyf, Oakwood, Somerset, The Crest Collection, The Unlimited Collection, Fox, Harris, POP!, Preference, Quest, Vertu and Yello. Ascott specialises in managing and franchising a wide range of lodging options, including serviced residences, hotels, resorts, social living properties and branded residences, catering to the varying needs and preferences of global travellers. Through the Ascott Star Rewards (ASR) loyalty programme, members enjoy exclusive privileges and curated experiences, enhancing every aspect of their travel journey. As a wholly owned business unit of CapitaLand Investment Limited, Ascott generates fee-related earnings by leveraging its expertise in both lodging management and investment management. It also drives the expansion of funds under management by growing its sponsored CapitaLand Ascott Trust and private funds. For more information on Ascott and its sustainability programme, please visit Alternatively, connect with Ascott on Facebook, Instagram, TikTok and LinkedIn. CapitaLand Investment Limited Headquartered and listed in Singapore in 2021, CapitaLand Investment Limited (CLI) is a leading global real asset manager with a strong Asia foothold. As at 31 December 2024, CLI had S$136 billion of assets under management, as well as S$117 billion of funds under management held via stakes in seven listed real estate investment trusts and business trusts and a suite of private real asset vehicles that invest in demographics, disruption and digitalisation-themed strategies. Its diversified real asset classes include retail, office, lodging, industrial, logistics, business parks, wellness, self-storage, data centres, private credit and special opportunities. CLI aims to scale its fund management, lodging management and commercial management businesses globally and maintain effective capital management. As the investment management arm of CapitaLand Group, CLI has access to the development capabilities of and pipeline investment opportunities from CapitaLand Group's development arm. In 2025, CapitaLand Group celebrates 25 years of excellence in real estate and continues to innovate and shape the industry. As a responsible company, CLI places sustainability at the core of what it does and has committed to achieve Net Zero carbon emissions for Scope 1 and 2 by 2050. CLI contributes to the environmental and social well-being of the communities where it operates, as it delivers long-term economic value to its stakeholders.
