Ascott’s loyalty programme leads to 50% repeat guests

Ascott’s loyalty programme leads to 50% repeat guests

Ascott Star Rewards is marking its third anniversary by offering more rewards

The Ascott Limited has upgraded its loyalty programme, Ascott Star Rewards (ASR), to offer more rewards to members who book via its direct channels.

In celebration of ASR’s third anniversary this month, ASR members can now earn points on qualifying bookings through Ascott’s reservation offices via email, phone and WeChat, as well as authorised travel agents via Ascott’s Global Distribution System.

Members can also earn points for walk-in bookings across 400 participating Ascott properties across the globe

ASR Tiers and Perks
The ASR membership comprises Classic, Silver, Gold and Platinum tiers, and with every tier upgrade, members will receive more benefits, such as bonus points, complimentary room upgrades and airport transfers, as well as early check-ins and late check-outs. 

ASR members will enjoy 50% off points redemption through ASR’s point-for-point matching. The offer is available throughout the month of April and is limited to the first 10 million eligible points redeemed globally, with up to 10,000 bonus points per transaction. 

Additionally, members who complete their stay between now until 31 May 2022 will be fast-tracked to upgrade their membership tier with 50% less spend. 


The ASR App
“Since the launch of the Discover ASR mobile app in October 2020, ASR members have been enjoying greater flexibility when booking and staying with Ascott. ASR members can search for deals, manage their membership, purchase and redeem ASR points, perform mobile check-in and check-out, and make contactless payments,” says Ascott managing director of Brand & Marketing, Tan Bee Leng.

Other features in the app include allowing guests to customise their stay by sharing their pre-arrival and in-stay requests; earn ASR points if they opt out of housekeeping service as part of Ascott’s Go Green initiative and share feedback on their stay through a pulse survey in the mobile app.

Repeat Guest Success
Commenting on the programme’s third anniversary, Tan Bee Leng, said: “Three years on, Ascott remains steadfast in its commitment to uphold ASR as one of the most flexible loyalty programmes in the hospitality industry.

“Since its launch in 2019, ASR membership has been increasing by 40% annually. ASR members continue to find value with Ascott, contributing about 90% of Ascott’s direct bookings online and about 50% of ASR members are repeat guests.”

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