Somerset Baitang Suzhou lobby wall feature

The Ascott Limited has refreshed its second largest hospitality brand, Somerset, to reflect its values of inclusivity and sustainability following the recent release of the group’s sustainability framework.

As one of the first hospitality groups to be achieve Recognised Standard status by the Global Sustainable Tourism Council, Ascott is addressing demand for sustainable travel options.

Ascott’s Managing Director for Brand and Marketing, Tan Bee Leng, said consumers are becoming increasingly conscious of their environmental impact.

Somerset Pattaya features a pirate ship-themed water play area with infinity pool

“We are witnessing a returning trend towards family vacations and multigenerational trips, as guests look to travel as a way to reconnect post-pandemic,” she said.

“Against this backdrop, the Somerset brand was refreshed to meet travellers’ growing expectations for sustainability, while at the same time ensuring they can immerse themselves in a truly inclusive, harmonious experience.”

The brand refresh sees the introduction of Somerset’s signature scent, a light citrus scent with woody undertones, a signature lobby wall feature inspired by nature, and eco-friendly touches including wooden key cards and sustainable in-room stationery and amenities.

There is also a wide range of signature suites across the properties including the Jungle-themed suites in Somerset Rama 9 Bangkok, forest-, tatami-, and arcade-themed suites in Somerset Baitang Suzhou and Somerset Wusheng Wuhan in China, as well as pet-friendly themed suites.

Somerset Wusheng Wuhan features an arcade-themed suite

The Eco Play Area invites kids to interact with biophilic elements and play features powered by solar and kinetic energy, while the Eco Gym includes equipment and technology that are either energy-saving or power-generating.

The Somerset Sustainability Passport Programme also encourages guests to be part of the green travel movement by rewarding them with discounts and perks when they make sustainable choices such as reusing linen and towels, and sorting plastic waste.

Ascott, Oakwood and The Crest Collection brands will also roll out new brand signatures and programmes next year.