Tan Bee Leng_Managing Director, Brand & Marketing, The Ascott Limited

The Ascott Limited achieved its highest ever room revenue from members of its global loyalty platform, Ascott Star Rewards (ASR), last year at over S$342 million, surpassing that of FY 2022 by almost 63%.

The record ASR room revenue in FY 2023 spanned 350 participating properties across 14 brands, where repeat stay revenue from ASR members constituted more than 60%.

Now in its fifth year, having grown exponentially since its launch in April 2019, ASR signed on an additional one million new members last year.

In FY 2023, more than 90% of Ascott’s direct web and mobile app bookings were made by ASR members, contributing to the channel’s surge in booking revenue by over 40%, compared to 2022. The average spend per transaction of ASR members was over 50% higher than non-members.

Ascott Chief Commercial Officer, Tan Bee Leng, attributed the record growth in ASR to the company’s highest level of openings in 2023.

“This brought about a record number of properties onboarded onto the Ascott Star Rewards programme last year, which included the successful integration of the newly acquired Oakwood portfolio into Ascott’s operational framework,” she said.

“Ascott was able to provide higher value offerings and more choices, across brands and geographies, to our ASR members. Our pipeline of property openings following several consecutive years of record signings will propel ASR towards further expansion and innovation in the year ahead.”

Tan said Ascott will refine its offering based on detailed insights from members.

“With a robust database of ASR members with an Asian stronghold driving an active member rate of over 60%, we have a deep appreciation of evolving travel trends and the hospitality landscape, especially in the Asia Pacific region,” she said.

“As Ascott continues its growth upswing globally, we will be distilling insights from member preferences to enhance and refine our offerings. All to ensure that Ascott remains the preferred accommodation of choice; and ASR to not only foster loyalty but to drive substantial business growth too.”

Ascott anticipates yet another strong year for ASR in 2024, with the first quarter already registering a 25% year-on-year uplift in member revenue.