Ascott marks 40 years in hospitality with launch of ‘Unlimited’ campaign

The Ascott Limited is rolling out a year-long campaign of initiatives and rewards for guests as it marks 40 years in hospitality.

The campaign, known as Ascott Unlimited, was unveiled at the Southeast Asia debut of the Asian Hotel Industry Conference and Exhibition (AHICE) in Singapore, in front of prominent investors, owners, and operators in Southeast Asia, representing over US$500 billion in assets.

The move comes as Ascott revealed a record year of fee earnings at S$331 million for 2023, as well as the highest number of property openings that year with nearly 9,600 units going operational.

Growing from one hotel in Singapore in 1984 to over 940 properties today across more than 220 cities globally, Ascott has set ambitious targets to achieve more than S$500 million in fee earnings by 2028.

Ascott and CLI Lodging Chief Executive Officer, Kevin Goh, said it’s important that the business stays relevant and attuned to the changing needs of guests.

“The journey in the evolution of Ascott’s business is a natural one,” he said.

“We have spent the last four decades building the relationship we have with our guests, owners, and partners.

We have put in significant investment to develop systems and infrastructure to support our growing business.

We have been nurturing a culture of hospitality amongst our associates.

“Laying the foundation through disciplined growth over the years now paves the way for us to ensure that Ascott will continue to be that preferred accommodation of choice for our guests.

We remain committed to quality growth and partnership with our owners and investors for the decades to come.”

“There is no better time than now, to push boundaries and go beyond for our future.

Our legacy of successes has seen us through growth trajectories where we doubled in units every five years since 2008.

“Several transformative deals have fuelled Ascott’s position in the hospitality industry amongst established players.

2024 will be our launchpad – one that will propel Ascott into an era of greater ambition, as we go unlimited.

“Unlimited with enhanced value for our owners, unlimited with myriad experiences for our guests, and unlimited with growth opportunities for our associates.”

Ascott Unlimited is built around four key pillars: ‘Unlimited Opportunities’ focused on providing career growth opportunities for its employees;  ‘Unlimited Choices’ to offer guests a myriad stay experiences; ‘Unlimited Freedom’ to offer travellers greater flexibility; and ‘Unlimited Good’, reflecting its commitment to a culture of care and hospitality.

“Through listening to our guests and clients, as well as internal surveys conducted with our associates from around the world, we saw Ascott’s 40th anniversary milestone as an unprecedented opportunity to share the profound changes that the company has gone through,” said Ascott Chief Commercial Officer, Tan Bee Leng.

“As we mark Ascott’s corporate coming of age, this is a timely occasion for us to celebrate our present, while shining a light to the future.

“Building on our foundation in an increasingly blended world of travel, Ascott is breaking new ground so our guests can work, stay, and play even better.

With Ascott Unlimited, we are offering our guests more experiences for their next stay, with more value to enjoy, underpinned by our purpose to make a meaningful difference to travel – tomorrow and beyond.

“As we go Unlimited, we are excited to be launching initiatives that have been curated to deliver one-of-a-kind stay experiences for our guests.

This will be exemplified in everything we do – from free night stays and complimentary membership tier upgrades to signature experiences and programmes unique to each brand.

All to ensure our guests unlock a gateway to unlimited possibilities, wherever they are in the world.”

To support the campaign, Ascott has launched a microsite, brand film and an interactive game in which guests have a chance to win stay vouchers and Ascott Star Rewards (ASR) points.

Guests will also be offered a complimentary fourth night with a minimum of three nights booked using the promotional code “ASCOTT40” until 31 December 2024, while all new or Classic tier ASR members will be gifted with an instant status upgrade to the Silver tier when they first login to the Discover ASR mobile app.

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