The Ascott is embarking on a digital ecosystem transformation to assist its fast-expanding world lodging portfolio.
Ascott goals to drive income development, enhance operational effectivity and improve worth to its prospects and enterprise companions by a complete front-to-backend programs makeover.
Along with its launch of Ascott Star Rewards, the corporate is adopting a brand new income administration system in addition to updating its backend world property administration system to a cloud-based one.
Kevin Goh, Ascott chief govt, mentioned: “Ascott has grown its world portfolio at a compound annual development price of 32 per cent over the previous 4 years.
“Final yr was a document yr with the addition of over 30,000 models, extending our footprint to over 170 cities throughout greater than 30 international locations.
“For each 10,000 serviced residence models signed, we expect to earn roughly S$25 million in price revenue yearly because the properties progressively open and stabilise.
“In 2018 alone, complete operational models contributed S$186.9 million in price revenue.
“As we proceed to develop our asset-light enterprise mannequin by administration contracts and franchise offers to attain Ascott’s goal of 160,000 models globally by 2023, the flexibility to increase and multiply effectively is paramount.
“Know-how is subsequently a crucial enabler to succour this speedy enlargement and increase our a number of income streams.”
As a part of Ascott’s digital transformation efforts, Ascott Star Rewards is providing members no cap to the factors that may be earned, no minimal factors required for redemption, no blackout dates, and even the choice to appoint different visitors to earn factors.
Its 4 membership tiers are based mostly on the visitor’s accrued spending through the qualifying interval, beginning with the complimentary traditional membership tier, adopted by silver, gold and platinum.
Along with the total flexibility to earn factors immediately, members may simply redeem the factors partly or in full by Ascott’s web sites for complimentary stays and different privileges.
The Ascott is taken into account Asia’s Main Serviced House Model by voters on the World Journey Awards.
Goh added: “To enhance the expansion of Ascott’s lodging manufacturers, which now stands at 13, we have now to be smarter concerning the gross sales and distribution of those varied manufacturers to make sure we ship the correct merchandise for our visitors.
“By combining the expertise of cloud commerce, income and buyer relationship administration purposes in addition to location analytics, Ascott will have the ability to seize an unprecedented stage of information, each on-line and offline.
“We’ll then have the ability to customise completely distinctive experiences based mostly on our visitors’ implicit and express preferences.
“To sharpen Ascott’s aggressive edge to remain forward of the curve, we should proceed to harness expertise to bolster our sturdy worldwide community of consumers, increase worker productiveness, achieve price benefits from economies of scale and strengthen our operations.”