SINGAPORE – Media OutReach Newswire – February 29, 2024 – The Ascott Limited (Ascott), the wholly owned accommodation business unit of CapitaLand Investment (CLI), today announced the launch of ‘Ascott
Unlimited‘, a year-long mix of initiatives to mark its ambitions to innovate as it celebrates 40 years in hotel service. Unveiled at the inaugural Southeast Asia edition of the Asian Hotel Industry Conference & Exhibition (AHICE) 2024 held in Singapore, the launch marks the start of a new era as the hotel company navigates into a future of limitless possibilities amid global change and evolving travel perspectives. A leading development, investment and operations forum, AHICE SEA 2024 brought together many of Southeast Asia’s leading investors, owners and operators, representing over $500 billion in assets.
Ms Tan Bee Leng, Chief Commercial Officer of Ascott, revealed the launch of “Ascott Unlimited” at AHICE SEA 2024.
In 1984, Ascott pioneered the first serviced accommodation in Asia Pacific with the opening of The Ascott Singapore. Over the years, it has built its own brands and made strategic acquisitions to accelerate its market penetration. Today, Ascott is a vertically integrated lodging operator with approximately 950 properties in more than 220 cities around the world, represented by a portfolio of 14 distinct brands. Through an asset-light strategy, Ascott aims to achieve over S$500 million in fee income by 2028.
Having established its reputation as a market leader in business travel in the extended stay sector, Ascott has brought the definition of global living to the transient leisure market. As Ascott pivots its business operations through its flexible hybrid “hotel-in-residence” model to meet changing market needs, it finds itself on a stronger growth trajectory than ever before. In 2023, Ascott achieved a record year of fee income at S$331 million, as well as the highest number of property openings with almost 9,600 units becoming operational.
Mr. Kevin Goh, CEO of Ascott and CLI Lodging, said: “The journey in the evolution of Ascott’s business is a natural one. We have spent the last four decades building the relationships we have with our customers, owners and partners. We have invested significantly in developing systems and infrastructure to support our growing business. We have cultivated a culture of hospitality among our associates. Laying the foundations for disciplined growth over the years now paves the way for us to ensure that Ascott continues to be our guests’ preferred accommodation. We remain committed to quality growth and partnership with our owners and investors for decades to come.
“In a changing world, we recognize the importance of Ascott remaining relevant and in tune with what travelers are looking for. There is no better time than now to push the boundaries and go beyond for our future. Our legacy of success has seen us go through growth trajectories where we have doubled our units every five years since 2008. Several transformative deals have fueled Ascott’s position in the hospitality sector among established players. 2024 will be our launch pad – one that will propel Ascott into an era of greater ambition, as we embrace the limitless. Unlimited with increased value for our owners, unlimited with myriad experiences for our customers and unlimited with growth opportunities for our associates,” added Mr. Goh.
Ascott
Unlimited (https://www.discoverasr.com/ascottunlimited)
Transcending traditional boundaries, Ascott is embarking on a transformative journey to provide “unlimited” access to its guests, owners, partners and associates. Ascott
Unlimited is guided by four key pillars:
-
Unlimited opportunities
With an expanding global presence, Ascott delivers increased value to owners and investors, while providing career development opportunities for its associates. -
Unlimited choices
With a diverse portfolio of brands, Ascott offers guests a myriad of stay experiences, whatever the purpose of travel and whatever the destination. -
Unlimited freedom
With a flex-hybrid hotel-residence model, Ascott offers owners compelling flexibility to realize their potential, and travelers unparalleled opportunities to stay on their path. -
Unlimited good
With a commitment to a culture of care and hospitality, underpinned by a spirit of innovation, Ascott responsibly grows as a changemaker with an unlimited goal to impact the future travel.
Ms Tan Bee Leng, Chief Commercial Officer of Ascott, said: “Ascott has been on the frontier of providing lifestyle services for 40 years now. In recent years, we have accelerated our journey in the hospitality sector. By listening to our guests and customers, as well as internal surveys of our associates around the world, we found that the 40th anniversary as a unique opportunity to share the profound changes that the company has gone through. As we mark the coming of age of the Ascott business, this is a timely opportunity for us to celebrate our present, while shining a light on the future. »
“Building on our foundation in an increasingly mixed travel world, Ascott is innovating so our customers can work, stay and play even better. With Ascott
Unlimited, we offer our guests more experiences for their next stay, with more value to enjoy, underpinned by our goal to make a meaningful difference to travel – tomorrow and beyond. As we go Unlimited, we are excited to launch initiatives designed to deliver unique stay experiences for our guests. This will be exemplified in everything we do – from free nights and free membership tier upgrades to experiences and programs unique to each brand. All this to ensure our customers have a gateway to unlimited possibilities, no matter where they are in the world,” added Ms Tan.
Towards a future of limitless possibilities with Ascott
Unlimited
“Can we have everything, everywhere, at once when we travel? A
branded film who responds to this call kicks off the launch of
Ascott
Unlimiteda year of limitless possibilities.
Commemorating this important milestone, a
campaign microsite features the latest updates on events, deals and happenings that customers can take advantage of or attend.
interactive game also allows guests to put their Ascott knowledge to the test, with a chance to win vouchers and Ascott Star Rewards (ASR) points to unleash their wanderlust.
With a suite of 14 brands offering a multitude of stay experiences, guests will enjoy a fourth night free with a minimum of three nights booked with promo code “ASCOTT40” by December 31, 2024.
Top off your stay with a free night.
Loyal members can expect enhanced benefits and enhanced experiences as ASR celebrates its fifth anniversary this year. Providing guests with even more value, all new or classic ASR members will receive a
Instant status upgrade to Silver level when they first log in to the Discover ASR mobile app, with additional reward points up for grabs.
For more information on Ascott
Unlimited campaign, please refer to the Annex
here. To see Ascott’s 40-year milestone, take a look back
here.
https://www.discoverasr.com/en/the-ascott-limited
https://www.linkedin.com/company/the-ascott-limited/
https://www.facebook.com/discoverasr/
https://instagram.com/DiscoverASR
Hashtag: #TheAscottLimited #Hospitality #Birthday
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