Ascott supercharges loyalty scheme as ASR tops 8 million members

CapitaLand Investment Limited ( (SG:9CI) ) has issued an announcement.

CapitaLand Investment’s lodging arm, The Ascott Limited, is bolstering its Ascott Star Rewards programme as it marks its seventh anniversary and surpasses eight million members. The company, which operates more than 1,000 properties across over 40 countries under brands such as Ascott, Citadines, lyf and Oakwood, is using the loyalty platform to deepen direct customer relationships and support its target of 15 million members by 2028.

Ascott is expanding ASR into a broader travel rewards ecosystem by enabling points-to-miles conversion with KrisFlyer, adding Cathay Pacific as a partner, and allowing members to redeem points for flight credits across more than 640 airlines via Trip.com. Members can now also earn and redeem points on tours, curated lifestyle experiences and major sporting events, while new perks such as free preview stays at newly opened properties, complimentary breakfasts for top-tier members, and a “Fast Track to Free Nights” campaign are designed to lift member spend and loyalty.

The programme refresh extends to event planners through a revamped ASR Meeting Planner scheme, which awards points on rooms and events to capture growing MICE demand. By pairing apartment-style accommodation with flexible event spaces and bespoke catering, Ascott aims to differentiate itself in the business travel and events market, reinforcing ASR as a central tool to drive direct bookings, repeat stays and higher engagement across its global network.

The most recent analyst rating on (SG:9CI) stock is a Buy with a S$3.39 price target. To see the full list of analyst forecasts on CapitaLand Investment Limited stock, see the SG:9CI Stock Forecast page.

More about CapitaLand Investment Limited

The Ascott Limited, the lodging arm of CapitaLand Investment, is a global hospitality company with more than 1,000 properties in over 230 cities across more than 40 countries. It manages and franchises serviced residences, hotels, resorts, social living properties and branded residences under brands such as Ascott, Citadines, lyf, Oakwood, Somerset and others, targeting both short-stay and long-stay travellers worldwide.

Ascott’s portfolio spans Asia Pacific, Central Asia, Europe, the Middle East, Africa and the U.S., positioning it as a major player in the extended-stay and serviced apartment segment. Its Ascott Star Rewards loyalty programme underpins its direct-to-consumer strategy by offering exclusive privileges and curated travel experiences aimed at driving repeat stays and higher member engagement.

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