Ascott uses sporting events to attract high-profile guests

Ascott, the wholly owned accommodation division of CapitaLand Investment, harnesses the energy and star-studded talent of tennis, football and motor racing to delight its loyal, high-spending guests by offering exclusive and unforgettable experiences in the destinations they visit.

The partnership between Ascott and Chelsea Football Club follows hot on the heels of the hotel company’s launch of the Ascott Privilege Signatures programme, an invitation-only sub-programme of the Ascott Star Rewards loyalty programme for the crème de la crème of its highest-spending loyalty programme members.

The Ascott Privilege Signatures program made an impact on July 6 when over 80 guests from across the Platinum tier of ASR members and valued Ascott owners were brought to London for a day trip to the 2024 Championships at Wimbledon.

Guests were welcomed into a luxurious on-court hospitality suite and treated to lunch and afternoon tea prepared by celebrity chef Michel Roux Jr. and his Le Gavroche team. They also had access to Centre Court, where matches between Britain’s Cameron Norrie and Serbia’s Novak Djokovic were taking place that afternoon.

Tan Bee Leng, Chief Commercial Officer at Ascott, noted that loyal ASR members value unique and immersive experiences and that being able to cater to their travel needs is crucial as “loyalty is a key driver of growth”.

“Offering exclusive opportunities to attend coveted events such as Premier League football matches, major tennis tournaments and other high-profile activities not only enhances the travel experience but also deepens guests’ connection with our brands. In line with ASR’s brand promise of ‘Stay Rewarded’, these exceptional experiences represent Ascott’s commitment to fostering a sense of belonging and appreciation that is inherently rewarding for our guests,” she added.

Tan acknowledged Ascott’s keen interest in sports tourism and in leveraging sporting events to grow its customer base and deepen its relationships with its loyal guests.

“In Europe this month alone, the 2024 Wimbledon Championships will take place in London, while the 2024 Summer Olympics will take place in Paris from July 26. The Premier League starts in the UK in August. The sports culture in this part of the world is super vibrant and there are passionate sports fans all over the world. Sports fans are not traditionally Ascott’s customer profile, but we want to reach them and can do that through sports-related experiences,” she said.

Ascott’s efforts to connect with travelers through sporting events can also benefit sports and related organizations, according to Casper Stylsvig, Chief Revenue Officer at Chelsea Football Club.

Stylsvig said the partnership with Ascott will help the club “spread our messages to global markets and transform Ascott’s audience into our fans.”

He said: “Although we have over 600 million fans worldwide, less than one per cent have the opportunity to come to Stamford Bridge Stadium, the home of Chelsea Football Club. So we are talking to Ascott about how we can extend the Chelsea Football Club experience beyond the local (UK) market, particularly into Asia, where Ascott is extremely strong. These engagements could see Ascott guests win some match tickets or take part in a special football school run by our coaches.”

At the same time, such partnerships would increase attention on the Premier League and English football as a whole.

Next up on the Ascott Privilege Signatures programme is another sporting event at the 2024 Singapore Formula 1 Grand Prix in September this year.