The Ascott Limited recently celebrated the fifth anniversary of its global loyalty platform, Ascott Star Rewards (ASR), with record results from FY 2023. Having grown exponentially since its launch in April 2019, Ascott achieved its highest ever room revenue from ASR members last year at over US$251 million, surpassing that of FY 2022 by almost 63 per cent. This was from its 350 participating properties across 14 brands, where repeat stay revenue from ASR members constituted more than 60 per cent.
Ascott also welcomed a record one million new ASR members in FY 2023. More than 90 per cent of the company’s direct web and mobile app bookings were made by ASR members, contributing to the channel’s surge in booking revenue by over 40 per cent compared to 2022. The average spend per transaction of ASR members was also over 50 per cent higher than non-members.
Ascott reveals record success in 2023, with its highest number of property signings
Out of the top 10 travel destinations for ASR members, eight were Asian countries, while the top five feeder markets for international stays were China, Singapore, the USA, Indonesia, and Australia. Building on the strong momentum, Ascott anticipates yet another stellar year for ASR in 2024, with 1Q 2024 already registering a 25 per cent year-on-year uplift in member revenue.
To celebrate the fifth year of its loyalty programme, the company has also rolled out a refreshed brand promise to “Stay Rewarded”, which will offer members invitations to exclusive global events, preferential room rates, complimentary upgrades, access to exclusive amenities, and bonus loyalty points that can be redeemed for free stays, experiences, or other rewards.
