The Ascott Limited evolves Star Rewards loyalty app

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Serviced apartments provider, The Ascott Limited, has launched a heavily revised smartphone app aimed at improving the overall book and stay experience for its loyalty members.

The ‘Discover ASR’ app acts as a one-stop mobile concierge where members of the Ascott Star Rewards program can search for special offers and book their stay at more than 200 properties in 25 countries. The app allows guests who are not members to sign up for an account, manage their bookings and carry out self check-in and check-out functions.

As the app grows and evolves further, more supporting languages will be added including digital keys to access apartments and the opportunity for guests to be rewarded with points in exchange for foregoing daily housekeeping services. By January, the app will allow guests to share their pre-arrival information with properties and advise of any special requests. For those guests staying at ‘lyf’ branded social hotels, the app will open up communication channels with other members via the Lyf message boards and private messaging features.

The new app is designed to be a one-stop-shop for The Ascott’s loyal members.

Ascott Chief Executive Officer, Kevin Goh, said the new app was a major step in the rollout of the company’s digital ecosystem transformation.

“Across our multiple lodging brands, Ascott provides a home away from home for a wide demographic of guests with varying lengths of stay,” he said.

“With the mobile app, ASR members are empowered to shape their own stay experiences through a unified platform in a convenient and effective way. The new mobile app also offers Ascott’s partners another channel to reach our growing base of ASR members.

“The ‘Discover ASR’ mobile app is fully integrated with our backend workflow system, which allows us to quickly attend to guests’ requests,” Goh added.

“As we scale our business, we will continue to harness the power of technology and drive innovation to sharpen Ascott’s competitive edge.”

The post The Ascott Limited evolves Star Rewards loyalty app appeared first on Hotel Management.

Read MoreThe serviced apartment operator’s new app opens up a world of new functionality for its loyal members in 25 countries, with more coming online soon.
The post The Ascott Limited evolves Star Rewards loyalty app appeared first on Hotel Management.

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