To celebrate its 40th anniversary, Ascott, the lodging business unit of CapitaLand Investment (CLI), has revealed the launch of “Ascott Unlimited,” a year-long initiative to mark the hospitality company’s move into a future of “unlimited possibilities” across a transformed travel landscape
Unveiled at the Southeast Asia debut of the Asian Hotel Industry Conference & Exhibition (AHICE) 2024, Ascott Unlimited is the embodiment of the company’s commitment to providing unprecedented experiences and value to its guests, owners, partners, and associates.
A Legacy of Growth and Innovation
Having kick-started Asia Pacific’s very first serviced residence in 1984 with The Ascott Singapore, Ascott has since evolved as a global key player in the hospitality sector. Through brand building, strategic acquisitions and an asset-light strategy, Ascott has become a vertically integrated lodging operator, offering 14 distinctive brands with more than 950 properties in over 220 cities globally.
Pivoting for the Future with a Flex-Hybrid Model
In the face of a transformed travel landscape, Ascott is enabling its portfolio through its innovative ‘flex-hybrid hotel-in-residence’ concept. This strategy will allow the company to better cater to the needs of increasingly savvy travelers, and set Ascott up for continued growth. Ascott achieved record-breaking growth in 2023, with the highest ever fee earnings at S$331 million and almost 9,600 units added or operated.
Building on a Strong Foundation for Future Success
“The journey in the evolution of Ascott’s business is a natural one. 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,” remarked Mr. Kevin Goh, Chief Executive Officer for Ascott and CEO of CLI Lodging. 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.”
Unveiling the Pillars of Ascott Unlimited
The four pillars of Ascott Unlimited are as follows:
- Unlimited Opportunities: As Ascott continues to grow its global footprint, the company is delivering greater value for its owners and investors, as well as career advancement for its associates.
- Unlimited Choices: Ascott segments its portfolio of brands to cater to the countless ways our guests travel and the hundreds of locales where they travel, delivering the perfect stay experience for more travelers.
- Unlimited Freedom: A flex-hybrid model gives its owners far greater operational flexibility, and provides its guests ultimate flexibility for how they choose to stay.
- Unlimited Good: Ascott grows responsibly as a changemaker with a limitless mission to shape the future of travel, led by a culture of caring and hospitality supported by an innovative spirit.
Embracing Change and Delivering Value
“Ascott has been at the frontier of providing serviced living for 40 years now. In recent years, we have been accelerating our journey in the hospitality space. 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. 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.” observed Ms. Tan Bee Leng, Chief Commercial Officer, Ascott.
The inaugural Ascott Unlimited brand film, titled ‘Can we have everything, everywhere, all at once when we travel?’ sets the stage for a world of limitless possibilities. Dedicated campaign microsite unveiling events, exclusive offers and activities for guests to join the fun; along with an interactive game that invites everyone to test their knowledge of Ascott – while giving them the chance to win stay vouchers and Ascott Star Rewards (ASR) points.
Also read: Ascott Limited Charts a Course for Unprecedented Growth and Leadership Evolution in 2023
Celebrating Guests with Exclusive Offers and Loyalty Enhancements
To celebrate four decades of hospitality, Ascott invites travelers to enjoy a fourth night with a minimum three-night stay, using the code “ASCOTT40” from now through December 31, 2024. Loyalty is also a big part of the celebration with all new or Classic Tier ASR members receiving a complimentary upgrade to Silver Tier upon logging into the Discover ASR app, along with surprise rewards.
Ascott Unlimited – A New Era of Hospitality Forty years after setting new standards for the extended-stay experience, Ascott welcomes guests to “Ascott Unlimited.” This timely initiative breathes new life into the group’s long-term tradition of innovation, flexibility, and delivering exceptional value in the ever-evolving world of travel.
But Ascott Unlimited is more than just a celebration; it’s a promise – an exciting invitation for guests to explore even more freedom and choice; for owners to unlock greater value; and for associates, an inspired roadmap to even more growth and opportunity. As Mr. Goh said so perfectly, “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.” With more focus on guest satisfaction, responsible travel practices and a shared mission of “unlimited good” – Ascott looks poised to stay on track for many years to come as an innovative leader in the ever-evolving world of global hospitality.
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