SINGAPORE (June 22): CapitaLand’s wholly-owned lodging business unit, The Ascott Limited has launched a new points purchase feature for its Ascott Star Rewards (ASR) loyalty programme.

The feature provides ASR members with greater flexibility to buy points in advance or gift the points to family and friends as travel gradually resumes across the world. ASR points can be fully redeemed for room nights with no blackout period restriction.

Since the launch of ASR in 2019, ASR membership has tripled, and the number of direct online bookings have quadrupled. Currently, 90% of bookings through Ascott’s websites are made by ASR members, majority of them from China, Australia, Singapore, France, Philippines, and Malaysia.

To thank its members for their loyalty, Ascott is launching a 1-for-1 bonus promotion for its new points purchase feature. ASR members will receive 100% free bonus points if they purchase at least $500 worth of points before 31 August 2020. Members will be able to redeem for more room nights with these free bonus points at no extra cost.

“Ascott is very grateful for the loyalty of our ASR members, especially during this challenging COVID-19 period. The increase in ASR members and strong direct sales through our website show the trust our guests have in Ascott,” says Tan Bee Leng, managing director of brand and marketing at The Ascott Limited.

“From ensuring our properties are future-ready, safe and clean, to enhancing our digital and web-booking capabilities, we continue to offer our guests greater convenience and value with Ascott. We have stood by our guests during these difficult months, including giving bonus ASR points for cancellation refunds and extending ASR membership tiers for an additional year. We want to thank and reward our ASR members for their support and give them a leg-up in their future travels,” says Ms Tan.

As at 9.41am, shares in CapitaLand were changing hands 1 cent higher, or 0.3% up, at $2.94.