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Serving as a one-stop 24/7 digital concierge, the app enables Ascott Star Rewards members to search for special deals, book stays at around 200 participating properties across 25 countries, manage reservations as well as perform check-ins and check-outs. Photo: The Ascott Limited.
The Ascott Limited, CapitaLand’s fully-owned lodging business unit, has launched its new ‘Discover ASR’ mobile app.
In a release on Tuesday (6 October), Ascott revealed that the app unlocks more convenience to members of its Ascott Star Rewards (ASR) programme, offering greater value and flexibility as well as enhance their experience with Ascott.
Serving as a one-stop 24/7 digital concierge, the app enables ASR members to search for special deals, book stays at around 200 participating properties across 25 countries, manage reservations as well as perform check-ins and check-outs.
They can also redeem e-vouchers, view their ASR membership status including points redeemed and earned through the app.
“Guests can sign up for a complimentary ASR membership via the ‘Discover ASR’ mobile app. ASR members will be rewarded with 2,000 ASR points upon their first login to the ‘Discover ASR’ mobile app,” said Ascott.
An additional 10% ASR points rebate will be given for every booking made via the app.
In the coming months, the app will progressively include more languages and enhanced features such as digital keys to access apartments and ‘Go Green’ notifications for guests to opt out of daily housekeeping.
By January 2021, ASR members will be able to customise their stay by sharing their pre-arrival and in-stay requests. The app will also enable them to share feedback on their stay via a pulse survey.
“The launch of the ‘Discover ASR’ mobile app is part of our digital ecosystem transformation journey to drive the growth of Ascott’s customers globally. Across our multiple lodging brands, Ascott provides a home away from home for a wide demographic of guests with varying lengths of stay,” said Kevin Goh, CapitaLand’s Chief Executive Officer for Lodging and Ascott’s Chief Executive Officer.
“With the mobile app, ASR members are empowered to shape their own stay experiences through a unified platform in a convenient and effective way. The new mobile app also offers Ascott’s partners another channel to reach our growing base of ASR members.”
He noted that Ascott’s adoption of technology boosted its operational efficiencies, while allowing it to deliver greater value to business partners and customers.
“The use of unmanned service robots and self check-in kiosk with facial recognition have enabled us to minimise physical contact while continuing to provide seamless services to guests amid COVID-19.”
Meanwhile, Tan Bee Leng, Ascott’s Managing Director, Brand & Marketing, said ASR is one of the key drivers of Ascott in building brand loyalty and growing new customers.
“We have seen an increase in ASR membership since the successful launch of the ASR Points Purchase feature in June 2020 and ASR Elite Status Match programme in September 2020. Our members will get to level up their stay experiences with the new ‘Discover ASR’ mobile app and the #DiscoverASR Virtual Travel Festival through an array of app exclusives, protips, recommendations, giveaways and contests.”
Ascott is organising a #DiscoverASR Virtual Travel Festival in conjunction with the launch of the app. Customers will have a chance to snag insider recommendations, protips and over $12,000 worth of ASR points and staycation prizes via a livestream, giveaways and weekly contests.
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Victor Kang, Digital Content Specialist at PropertyGuru, edited this story. To contact him about this or other stories, email victorkang@propertyguru.com.sg