The Ascott Limited (Ascott), a wholly owned subsidiary of CapitaLand Investment (CLI), is marking the sixth anniversary of its Ascott Star Rewards (ASR) loyalty programme with a host of upgrades aimed at enriching member experiences. With over five million members currently enrolled, the company is setting its sights on reaching at least 15 million members by 2028.

To support this ambitious growth, Ascott is introducing several digital enhancements, including an upgraded ASR mobile app with a refined user interface, faster navigation, and AI-driven personalised recommendations. The app will also streamline the booking process, cutting the steps required in half. Additionally, the GenAI-powered chatbot, Cubby, on the ASR website discoverasr.com, will now facilitate direct bookings with tailored property suggestions.

ASR members play a key role in Ascott's business, contributing to over 90% of the brand’s website and app bookings in 2024. Compared to non-members, they spent 55% more on stays, driving ASR-generated revenue up by 30%. The company’s digital expansion continues with the ASR website now supporting 11 languages and integrating payment options like WeChat and Alipay, catering to its global clientele.

Ms Tan Bee Leng, Chief Commercial Officer, Ascott said: "To achieve our target of more than 15 million members by 2028, Ascott is making significant enhancements to our mobile app and website, to enable our loyalty programme, Ascott Star Rewards (ASR), to be seamlessly integrated into the digital journey. Tapping into the power of AI, Ascott is harnessing technology as a driver of efficiency, personalisation, and seamless customer engagement, as part of our tech-forward hospitality journey. This enhanced digital presence is complemented by our commercial strategy which focuses on offering compelling deals, benefits and exclusive experiences to ASR members. It also underscores ASR's role in driving direct bookings for Ascott properties, reducing our reliance on online travel agencies. ASR members tend to book more frequently, hence contributing to higher profitability for property owners while delivering richer data insights for Ascott to enhance guest experiences and brand loyalty."

She further added "Looking ahead, Ascott will be stepping up our loyalty engagement with corporate accounts, to create compelling ASR offerings for business travellers as well as the companies they represent. We are also broadening the ASR ecosystem with more strategic partnerships such as airlines and airports, to reward members with more perks to enrich their stay experiences with Ascott. In line with ASR's brand promise to Stay Rewarded, we remain focused on deepening connections with our members to deliver them the best experiences while supporting the long-term profitability of Ascott's business," 

Beyond traditional rewards, Ascott is curating premium experiences for its members. ASR will offer exclusive access to events such as the French Open in Paris and Chelsea Football Club’s Famous CFC event in Bangkok. Through its Ascott Privilege Signatures series, members have already enjoyed VIP access to Wimbledon and the Singapore Night Race. These partnerships highlight ASR’s shift from a standard points-based programme to a holistic lifestyle and travel experience.

Looking ahead, Ascott plans to enhance corporate engagement by introducing ASR benefits tailored for business travellers and their companies. It is also expanding collaborations with airlines and travel brands to offer perks such as Priority Airport Lounge access and frequent flyer miles.

In celebration of ASR’s sixth anniversary, members can earn 24,000 bonus points for bookings made between April 1 and May 31, 2025, along with complimentary airport lounge passes. This special offer is limited to the first 300 bookings through the ASR mobile app or website.

With a focus on seamless technology, curated rewards, and strategic growth, Ascott continues to strengthen its position as a leader in the global hospitality industry.

Imagine stepping into a star hotel where every detail captivates your senses. While exclusive amenities enhance the stay, it is the thoughtfully designed interiors that create an unforgettable experience. Interior design shapes the future of hotels, impacting both aesthetics and business success. In this space, Designers Group stands as one of India's trusted brands, offering top-notch interior design solutions that blend exclusivity and modernity. Led by Khozema Chitalwala, the firm is dedicated to crafting extraordinary hospitality spaces infused with luxury, grandeur, warmth, and comfort.

Designers Group has collaborated with global brands like IHCL, Hyatt, Accor Group, Marriott Group, Hilton, Radisson and several others. Their expertise in merging design with cultural narratives and modern functionality makes them a trusted name in hospitality interiors.

A standout project is the Holiday Inn in Lucknow, a testament to their commitment to state-of-the-art interiors. This modern and stylish hospitality space seamlessly blends functionality with aesthetic appeal while embracing Lucknow’s cultural richness. The brand’s vision for striking public areas and simple yet comfortable guest rooms was skillfully brought to life by Designers Group, creating a luxurious yet inviting hotel that reflects both modern aesthetics and local influences.

The design incorporates bespoke elements inspired by Lucknow’s heritage. The main lobby features Italian marble flooring, complemented by an elegant reception backdrop. Central lounge seating with vibrant upholstery enlivens the space, while a semi-covered bar with intricately designed metal screens offers sophistication and privacy. The dining area integrates a central buffet island with an open show kitchen, fostering guest interaction. PU-finished doors in pre-function and banquet areas add a refined touch, ensuring seamless transitions between spaces.

Guest rooms follow a minimalist yet comfortable approach, enhanced by custom-designed carpets and cultural graphic patterns. A neutral color palette appeals to diverse travelers, creating an inviting atmosphere. A key highlight is the strategic placement of all public areas on a single floor, optimizing efficiency and connectivity. Carefully selected materials such as antique brass-finished metal, ribbed glass, and vibrant fabrics elevate the design, while metal screens enhance both aesthetics and functionality.

The Holiday Inn Lucknow exemplifies Designers Group’s ability to blend modernism with cultural inspirations. With meticulous planning and an unwavering commitment to excellence, they continue shaping the future of hospitality interiors, setting new benchmarks in elegance, comfort, and innovation.

The Association of Hospitality Professionals (AHP) set the stage for an elevated celebration of excellence in the hospitality and tourism industry with a grand curtain raiser for the much-anticipated 'AHP Hospitality & Tourism Awards.' Hosted at The Suryaa, Sampan Terrace in New Delhi, the event brought together industry leaders, professionals, and aspiring hospitality enthusiasts for an evening of recognition, inspiration, and strategic networking.

Attendees included prominent figures such as Mr. Greesh Bindra, Vice President of The Suryaa Hotel; Mr. Rohit Arora, Vice President of The Park Hotel & Resorts; Mr. Amit Lohani, President of the Forum of Food Importers; renowned actor Mr. Naseer Abdullah; and Mr. Saumitra Chaturvedi, General Manager of Novotel City Centre. The Suryaa, as the hospitality partner, played a vital role in curating a seamless and enriching experience for the gathering.

A key highlight of the event was the launch of the AHP Platinum Card, a game-changing initiative designed to offer exclusive privileges and benefits to AHP members. This initiative aims to enhance professional networking, foster collaborations, and strengthen industry connections. The evening also served as a tribute to industry pioneers, mentors, and professionals who have significantly contributed to the growth of the hospitality sector.

Reflecting on this milestone, Ms. Devipshita Gautam, Founder and General Secretary of AHP, shared her excitement: 'This event marks a defining moment in AHP’s journey. The AHP Hospitality & Tourism Awards not only recognize the dedication and achievements of hospitality professionals but also reinforce the industry’s role in economic development and employment. With the launch of the AHP Platinum Card, we are opening doors to unparalleled opportunities for our members. The future holds immense potential for innovation, collaboration, and excellence in hospitality.'

AHP, a registered nonprofit organization under the Act of 1860, continues to uphold its mission of elevating the hospitality industry’s image while fostering collaboration across various sectors. With an extensive network comprising hotels, restaurants, airlines, hospitality aspirants, suppliers, trainers, consultants, and allied associations, AHP remains a driving force in industry advocacy and professional growth.