ShanghaiMay 13, 2026 /PRNewswire/ — The Ascott Limited (hereinafter referred to as “Ascott”), the core lodging segment of CapitaLand Investment, celebrates the seventh anniversary of its global member loyalty program, Ascott Star Rewards (ASR), and unveils a series of major benefit upgrades to further broaden members’ avenues for earning and redeeming points. After seven years of dedicated development, ASR has evolved from a traditional hotel membership system into a one-stop travel rewards ecosystem covering accommodation, aviation, travel, and exclusive experiences, with a global membership base exceeding 8 million, of which over 3 million are from China. Leveraging the full value chain of travel, ASR aims to achieve the ambitious goal of 15 million members by 2028.
Ms. Chen Meiling, Chief Commercial Officer of The Ascott Limited, stated: “Over seven years of cultivation, ASR has grown from an initial accommodation reward program to a comprehensive journey of enjoyment, covering everything from flight bookings to destination-specific experiences, allowing members to receive exclusive benefits at every stage of their trip. In 2025, ASR members contributed over 90% of online direct bookings, with a repurchase rate exceeding 60%, and fee income from members grew 23% year-on-year. The trust and companionship of our members are the unwavering driving force behind our continuous progress. This round of ASR upgrades, including exclusive activities related to air travel, destination experiences, free stays, and complimentary breakfasts, aims to deepen our emotional connection with members, allowing each one to fully enjoy the esteemed experience of ‘Stay Rewarded.'”
Revamped Air Travel Benefits, Seamless Two-Way Exchange of Points and Miles
ASR has, for the first time, extended its reward benefits to the air travel sector, becoming one of the few hotel loyalty programs globally to enable two-way exchange between airline miles and membership points. Leveraging a deep partnership with Singapore Airlines KrisFlyer, ASR members can convert points at a ratio of 20 ASR points to 1 KrisFlyer mile. The minimum exchange per transaction is 5,000 ASR points, with an annual cap of 50,000 points per member account. Additionally, members who complete qualifying bookings via the global website DiscoverASR.com and the “Discover ASR” app will continue to enjoy the existing benefit of an extra 500 KrisFlyer miles per order.
ASR’s airline partners now include Singapore Airlines KrisFlyer, All Nippon Airways (ANA), and AirAsia. Starting June 2026, Cathay Pacific, ranked second among global full-service airlines, will be added, continuously expanding the cooperation network. At that time, ASR members who make compliant bookings through direct channels can earn 500 Asia Miles. Silver, Gold, and Diamond members of Cathay Pacific will also enjoy status matching benefits with ASR. Notably, ASR members can now earn both membership points and partner airline miles simultaneously on qualifying accommodation bookings, a unique advantage among hotel membership programs of a similar level.
Starting the same month, ASR will collaborate with Trip.com to launch a points-for-flight-voucher program. Members can redeem vouchers worth S$50, S$100, and S$200 on the official website DiscoverASR.com, applicable to over 640 airlines worldwide.
Expanding Destination Scenarios, Unlocking Premium Experiences Beyond Accommodation
Beyond flight benefits, ASR is comprehensively expanding the boundaries of destination experiences. Members can book local tours and unique experiences through DiscoverASR.com, simultaneously earning ASR points. From May 2026 onwards, points can be used to unlock a range of exciting rewards, including sports and lifestyle experiences, Chelsea Football Club match experiences, curated local ASR activities, and various tours and attraction tickets.
From matchday experiences at Stamford Bridge to exclusive visits with Chelsea legends, members will have more ways to use their ASR points
Dedicated to Trust and Companionship, More Ways to Enjoy Stay Rewarded
Every stay brings members one step closer to a complimentary night. ASR members can freely redeem free stay privileges at participating properties, with the program now covering 30 countries globally. Platinum members enjoy enhanced benefits: complimentary breakfast when booking Ascott properties in Europe, a benefit soon to be rolled out in China and Japan as well.
Somerset Daxing Beijing
Ascott also offers Platinum and Gold members exclusive preview stay benefits at newly opened properties, allowing them to enjoy complimentary stays during the first month of operation. This benefit was successfully piloted at Oakwood Cameron Highlands, which opened in March 2026, and will gradually be extended to more new openings globally, including lyf Chinatown Singapore and Citadines Elizabeth Street Hobart, consistently delivering exclusive first-look surprises for premium members.
Oakwood Cameron Highlands
As one of the first guests to experience Oakwood Cameron Highlands, ASR Platinum member Mr. Moustafa Elmalawany said: “ASR member benefits are already generous, and participating in the elite preview stay made me feel even more esteemed. The arrival process was smooth and convenient, and the personalized care during my stay made the entire experience very pleasant. Overall, it was an excellent stay, and I look forward to visiting again.”
ASR will also introduce regionally customized welcome amenities upon check-in, from exquisite handmade pastries in Europe to seasonal tropical fruits in the Middle East and Southeast Asia, showcasing local cultural charm. At participating properties in Cambodia, Indonesia, Malaysia, Thailand, the Philippines, Singapore, and Vietnam, all members can enjoy a 20% discount on buffet and à la carte menus.
Enjoy Ascott Privilege Signatures
Covering Corporate Meeting Needs, Extending Benefits to Event Organizers
With the robust growth of Ascott’s MICE business, ASR is extending its exclusive benefits to event organizers and corporate booking clients. The newly upgraded ASR Meeting Planner program allows members to earn 2 ASR points for every S$1 spent on guest rooms, company meetings, and events, unlocking multiple exclusive benefits such as tier upgrades, discounts, vouchers, and bonus points.
Ascott Ta Ho Hanoi – Tay Ho Ballroom
Unlike traditional hotel venues, Ascott stands out with its apartment-style accommodations and flexible event spaces, effortlessly accommodating corporate short-term team building, long-term team stays, product launches, and various celebratory events. For group guests’ specific culinary needs, Ascott collaborates with premium dining partners and renowned chefs to craft customized menus and immersive dining experiences at properties worldwide. From interactive live cooking to local flavor journeys, it presents a unique and exclusive charm in all aspects.
Seventh Anniversary Exclusive Offer, Global Fun with Free Stays
To celebrate its seventh anniversary, ASR is offering members a special “Global Fun, One Night Free” promotion. From April 1 to May 31, 2026, members who accumulate 6 paid nights (combining multiple bookings) at participating hotels and serviced residences worldwide can earn one complimentary night. Each member can earn up to two free nights. The offer is valid at all participating properties globally, bookable via the official website DiscoverASR.com and the “Discover ASR” app. For more terms and conditions, please refer to the official website.
About Ascott Star Rewards (ASR)
Ascott Star Rewards presents members with a series of exclusive privileges to fully enhance their travel experience. From priority check-in services and airport lounge access to car rental benefits, bonus points, airline miles, and travel vouchers as accommodation value-adds, ASR ensures every journey is effortless from start to finish. Members can also enjoy Ascott Privilege Signatures, gaining access to globally renowned events such as Premier League matches, top-tier tennis tournaments, and high-end culinary and lifestyle galas. Register now to begin your ASR journey: https://miniapp.ascottchina.com/index.html#/register