Ascott transforms digital ecosystem to support expansion

Ascott transforms digital ecosystem to support expansion

By: 
Samantha Chiew
23/04/19, 11:57 am

SINGAPORE (Apr 23): The Ascott Limited, CapitaLand’s wholly-owned lodging business unit, is embarking on a digital ecosystem transformation to support its expanding global lodging portfolio.

The company aims to drive revenue growth, improve operational efficiency and enhance value to its customers and business partners through a comprehensive front-to-backend systems makeover.

As part of its digital transformation, Ascott has launched the Ascott Star Rewards, the world’s first loyalty programme in the serviced residence industry to offer full flexibility to earn and redeem points. It will also be adopting a new revenue management system, as well as updating its backend global property management system to a cloud-based one.

Ascott Star Rewards is now offering members no cap to the points that can be earned, no minimum points required for redemption, no blackout dates, and even the option to nominate other guests to earn points.

To complement the launch of Ascott Star Rewards, Ascott has also revamped its booking websites to enable members to access their rewards, redemptions, booking history and preferences on a personalised dashboard. It has also enhanced members’ online experience by streamlining its room booking process from six to three steps.

Ascott’s other digital initiatives underway include using advanced emotion analysis of guest reviews to sift out customer insights for operations, marketing and branding strategies; and an enhanced Customer Relationship Management system for Ascott’s sales workforce to access and capture information on corporate clients on their mobile devices while managing leads on the move.

Furthermore, the company has introduced service robots in its establishments in China to perform a suite of tasks including providing concierge services, leading guests to their rooms or facilities at the property, delivering clean laundry and packages, and providing refilling room supplies, increasing productivity by about 40%.

Ascott Orchard Singapore also sports a self check-in kiosk with facial recognition, reducing check-in time to just two minutes.

Kevin Goh, CEO of Ascott says, “As we continue to grow our asset-light business model through management contracts and franchise deals to achieve Ascott’s target of 160,000 units globally by 2023, the ability to expand and multiply efficiently is paramount. Technology is therefore a critical enabler to succour this rapid expansion and boost our multiple revenue streams.”

“By combining the technology of cloud commerce, revenue and customer relationship management applications as well as location analytics, Ascott will be able to capture an unprecedented level of data, both online and offline. We will then be able to customise entirely unique experiences based on our guests’ implicit and explicit preferences. To sharpen Ascott’s competitive edge to stay ahead of the curve, we must continue to harness technology to reinforce our strong international network of customers, boost employee productivity, gain cost advantages from economies of scale and strengthen our operations,” adds Goh.

As at 12.00pm, shares in CapitaLand are trading 3.3% lower at $3.52.

US sanctions on Huawei could backfire

SINGAPORE (May 27): It was only to have been expected. After nearly a year of pressure that failed to stop Huawei Technologies Co’s expansion -- especially in the rollout of the next generation 5G wireless network globally -- in its tracks, US President Donald Trump signed an executive order effectively barring American firms from doing business with the Chinese telecommunications equipment company. The inclusion of Huawei on the US Department of Commerce’s Bureau of Industry and Security’s (BIS) Entity List means that companies would need to apply for a waiver to supply goods with 25....
Read More >>

Annica chairman Ong quits just as $33 mil goes missing at his law firm JLC

SINGAPORE (May 27): Jeffrey Ong, managing partner of law firm JLC Advisors, may have given instructions to pay out a sum of $33.2 million held in escrow by his firm for a client, Allied Technologies. According to Allied’s statement filed with Singapore Exchange on May 23, the payment may have been “unauthorised”, citing a letter it received from JLC on May 22. Allied’s statement did not specify who the payment was made to. Ong also abruptly resigned as non-executive chairman of Annica Holdings on May 20. In a May 22 filing with SGX, Annica CEO Sandra Liz Hon Ai Ling said Ong resigne....
Read More >>

SGX RegCo sees targeted approach in enforcement, more powerful market discipline

SINGAPORE (May 27): Tan Boon Gin, CEO of stock exchange regulator Singapore Exchange Regulation, says the market can expect a stronger regulatory presence. “You will see a series of enforcement cases coming up quite soon,” he tells The Edge Singapore. Tan’s assertion comes amid significant changes in the market as sentiment remains lacklustre and investors’ expectations change. The local stock market has gone through significant upheaval, not least because of the penny stock crash in 2013 that wiped out some $8 billion in value from the market. The event dented investor sentiment, a....
Read More >>