In the competitive world of global hospitality, The Ascott Limited is setting a new standard for loyalty with its revitalized Ascott Star Rewards (ASR) program. Celebrating its fifth-year milestone, ASR is moving beyond traditional points-and-stays models to deliver a rich portfolio of experiences, personalisation, and luxury access—all centered on the refreshed promise to “Stay Rewarded.”
Launched in 2019 and built on principles of innovation and boldness, the ASR program is designed to provide seamless, start-to-finish benefits for every journey, whether you’re traveling for business or pleasure.
Elevated Membership: Benefits That Go Beyond the Room
The ASR program offers four distinct tiers—Classic, Silver, Gold, and Platinum—each unlocking progressively greater privileges designed to make every stay more comfortable and efficient.
| Tier | Qualifying Spend (S$) | Key Benefits | Exclusive Platinum Perks |
|---|---|---|---|
| Classic | No minimum | Member Rates, Birthday Gift, Mobile Check-In, Complimentary Wi-Fi. | – |
| Silver | S$1,000 | Classic benefits plus +20% Bonus Points, Priority Welcome, Late Check-Out. | – |
| Gold | S$3,000 | Silver benefits plus +40% Bonus Points, 2pm Late Check-Out, Milestone Rewards, Complimentary Launderette Use. | – |
| Platinum | S$10,000 | Gold benefits plus +60% Bonus Points, 3pm Late Check-Out, Full 24-Hour Stay, 48-Hour Room Guarantee. | Free Breakfast in Europe \text{&} Free Airport Transfer in Middle East and Turkey. |
Beyond these tier benefits, ASR members enjoy access to pre-arrival benefits like airport lounge passes, in-stay privileges such as car rental discounts, and post-stay rewards including bonus points, airline miles, and travel vouchers.
Experience the Elite: Ascott Privilege Signatures (APS)
For ASR members, the ultimate reward is access to the exclusive Ascott Privilege Signatures (APS) series, launched in 2024. This program unlocks invitations to prestigious global events, moving reward points off the balance sheet and into real-world luxury experiences.
Recent APS events have included:
- World-Class Tennis: VIP access to the Wimbledon Finals in London and an unforgettable experience at Roland Garros in Paris, complete with fine dining and prime seating at iconic courts.
- Motorsport Events: Immersive trackside action from the Ascott Privilege Signatures Lounge at the Singapore Night Race.
- Elite Gastronomy: Culinary experiences with renowned chefs, such as an afternoon of fine dining at Le Gavroche with Michel Roux Jr.
APS is constantly expanding its pipeline to include events spanning sports, gourmet, arts, and entertainment, ensuring that the rewards truly match the prestige of the Ascott brand.
ASR Goes Global: The Chelsea FC Partnership
In a bold move to broaden its reach and curate memorable fan engagement, Ascott became the Official Global Hotels Partner of Chelsea Football Club (CFC) in July 2024. This partnership leverages the club’s massive global fanbase to connect the worlds of hospitality and football.
The partnership has already yielded significant results, including a 50% increase in ASR member sign-ups in the month following the announcement.
Key features of this exciting collaboration include:
- The Famous CFC Tour: As the presenting partner of Chelsea’s flagship international fan engagement program, ASR brings events like ‘meet and greets’ with football legends and exclusive watch parties to major cities like Singapore and Bangkok.
- ASR Stadium Lounge: Platinum ASR members can enjoy an unforgettable VIP match day at the legendary Stamford Bridge from the exclusive Ascott Privilege Signatures Stadium Lounge.
Innovation in Personalization and Sustainability
ASR continues to lead with innovation, focusing on deep personalization and responsible travel:
- AI-Powered Recommendations: Launched in May 2025, a new recommendation engine uses prescriptive AI to analyze past data and preferences. This allows ASR to provide highly tailored suggestions for travel destinations, brand experiences, and the ideal properties for each guest.
- Rewarding Go Green: Through the ASR Choices initiative, members are rewarded for participating in eco-friendly practices. Guests can earn ASR points by making sustainable decisions, such as reducing housekeeping services during their stay.
With enhanced personalization, access to world-class events, and a growing global network of over 400+ properties, Ascott Star Rewards is truly redefining what a loyalty program can be. The brand promise is clear: when you travel with Ascott, you Stay Rewarded.
