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Ascott powers up loyalty programme, Ascott Star Rewards, with enhanced member features to treble membership by 2028
- Refreshes user interface and boosts personalisation on ASR mobile app to enhance ease of use
- Expands booking capabilities of GenAI-powered chatbot on discoversasr.com to make online direct bookings more seamless
- Develops predictive AI travel recommendation engine for ASR members to simplify travel planning process
- Elevates perks for ASR members to gain exclusive access to iconic events and experiences
SINGAPORE – Media OutReach Newswire – 1 April 2025 – The Ascott Limited (Ascott), the lodging business unit wholly owned by CapitaLand Investment (CLI), is celebrating the sixth anniversary of its loyalty programme, Ascott Star Rewards (ASR), with feature enhancements aimed at further enriching the travel experience for its growing base of loyal members. In 2024, ASR membership grew by over 40% to surpass five million. Ascott is setting a target to treble the number of ASR members to at least 15 million by 2028.
In 2024, ASR members accounted for over 90% of Ascott’s app and website bookings, more than 60% of which were repeat bookings. On average, ASR members spent 55% more than non-members, which brought about over 30% increase in ASR-driven room revenue in 2024. Last year, ASR mobile app downloads surged by over 120%, with bookings increasing 64%, driving a more than 70% rise in revenue compared to 2023. Ascott’s web booking channel – discoverasr.com, has been seeing double digit growth for the past three years. As ASR continues to evolve, its focus will move beyond traditional benefits to include curated event experiences and personalised offerings through its mobile app and website. From a traditional points-based rewards system to an integrated solution, the strong growth trajectory of ASR within six years is testament of the loyalty from its growing membership base.
Ms Tan Bee Leng, Chief Commercial Officer, Ascott said: “To achieve our target of more than 15 million members by 2028, Ascott is making significant enhancements to our mobile app and website, to enable our loyalty programme, Ascott Star Rewards (ASR), to be seamlessly integrated into the digital journey. Tapping into the power of AI, Ascott is harnessing technology as a driver of efficiency, personalisation, and seamless customer engagement, as part of our tech-forward hospitality journey. This enhanced digital presence is complemented by our commercial strategy which focuses on offering compelling deals, benefits and exclusive experiences to ASR members. It also underscores ASR’s role in driving direct bookings for Ascott properties, reducing our reliance on online travel agencies. ASR members tend to book more frequently, hence contributing to higher profitability for property owners while delivering richer data insights for Ascott to enhance guest experiences and brand loyalty.”
“Looking ahead, Ascott will be stepping up our loyalty engagement with corporate accounts, to create compelling ASR offerings for business travellers as well as the companies they represent. We are also broadening the ASR ecosystem with more strategic partnerships such as airlines and airports, to reward members with more perks to enrich their stay experiences with Ascott. In line with ASR’s brand promise to Stay Rewarded, we remain focused on deepening connections with our members to deliver them the best experiences while supporting the long-term profitability of Ascott’s business,” added Ms Tan.
Enhancing the ASR Booking Experience with Seamless Features and AI-Driven Innovation

Bookings via ASR mobile app will soon take half the steps of before. To further enhance the mobile experience, ASR will introduce a series of app updates from April 2025, streamlining the journey from log-in to check-out. These updates include a refreshed user interface, personalised travel and stay recommendations and geolocation-based offers, along with an optimised landing page for quicker access to deals and property highlights. In addition, the app will go beyond just booking, with upcoming enhancements made to pre-to-post stay functions like seamless pre-arrival check-in, self-check-out alongside easy management of multi-room reservations, while providing convenient access to in-room services and communication with the property teams.
Together with the mobile app, the ASR website discoverasr.com serves as a key driver of direct bookings. The website now supports 11 languages and added payment options like WeChat and Alipay, to cater to Ascott’s expanding global reach. New member sign-up and log-in options via WeChat and Alipay further allow for easy access to member accounts and deals. The ASR website also acts as a content hub for travel inspiration, offering destination guides and insider recommendations to help members plan their ideal stays. Since its launch in August 2023, Cubby, a generative AI-powered web chatbot, has processed over 300,000 queries and generated more than 2,000 booking leads. New features, including the pilot of direct booking capabilities within Cubby, further personalise the experience by offering tailored property recommendations and the best rates.
Ascott will further harness AI to uplift the ASR programme to support the planning journey of its guests. Leveraging data-driven insights, Ascott’s new recommendation engine will tap on predictive AI, turning past data and preferences into tailored recommendations for ASR members. These include recommendations of travel destinations, suggested brand experiences alongside potential properties that would be most ideal for each guest.
Exclusive Partnerships and Curated Experiences to Enhance ASR Member Journeys
This year, ASR is adding the French Open in Paris to its lineup of Ascott Privilege Signatures series and will also offer the Bangkok edition of The Famous CFC from 25 to 26 April 2025, featuring Chelsea legend Gianfranco Zola. More details on our member package for the Bangkok edition of The Famous CFC can be found here.
These new additions are in line with ASR’s shift in focus to offering curated experiences and exclusive partnerships as part of its member rewards strategy. In 2024, Ascott became the Official Global Hotels Partner of Chelsea Football Club, providing ASR members with access to exclusive experiences, including private stadium tours of Stamford Bridge, coaching sessions at Chelsea’s Cobham Training Ground and the Singapore edition of The Famous CFC, Chelsea’s international fan engagement programme.
Through the Ascott Privilege Signatures series, ASR also brought members to major events such as The Championships, Wimbledon, and the Singapore Night Race. Additionally, through the ASR Local Signatures series, members have enjoyed immersive explorations of local culture, from a gastronomic journey in Penang to a private violin recital in Paris. These tailor-made events elevate the ASR membership experience, creating unforgettable moments in each destination.
With additional partnerships and experiences on the horizon, ASR is set to continue delivering highly sought after opportunities for its members.
More Ways to Earn Rewards

To enhance the booking and travel planning journey for ASR members, Ascott has partnered with leading travel partners to create a one-stop platform where members can access exclusive experiences and earn ASR points simultaneously. For just 15,600 points, members can enjoy Priority Pass Airport Lounge access at over 1,700 lounges worldwide. Ascott has also teamed up with frequent flyer programmes like KrisFlyer, enabling members to earn miles on qualifying stays. More on our latest partner offers can be found here.
A Special Anniversary Offer for ASR Members
In celebration of ASR’s 6th anniversary, members can earn a bonus of 24,000 ASR points for bookings and stays made between 1 April and 31 May 2025, plus enjoy a pair of complimentary airport lounge passes. This offer is valid for bookings made via the ASR mobile app or website, limited to the first 300 bookings. Terms and conditions apply. For more information, please visit our website for the latest member deals.
About Ascott Star Rewards (ASR)
Ascott Star Rewards (ASR) offers members a range of exclusive privileges designed to elevate every aspect of their travel experience. From priority welcome services and access to airport lounges, to enhanced stay benefits such as car rental privileges, bonus ASR points, airline miles and travel vouchers, ASR ensures a seamless, start-to-finish experience. Beyond exceptional stays, ASR members also enjoy access to Ascott Privilege Signatures, which unlocks invitations to prestigious global events, including Premier League football matches, renowned tennis tournaments, and elite gastronomy and lifestyle experiences. To become an ASR member, sign up today at https://www.discoverasr.com/en/sign-up.
Hashtag: #TheAscottLimited #AscottStarRewards #DiscoverASR #StayRewarded
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The Ascott Limited
The Ascott Limited (Ascott) is driven by a vision to be the preferred hospitality company, enriching global living with heartfelt experiences. With a portfolio of over 980 properties across more than 230 cities in over 40 countries, Ascott’s presence spans Asia Pacific, Central Asia, Europe, the Middle East, Africa and the USA. Its diverse collection of award-winning brands includes
Ascott,
Citadines,
lyf,
Oakwood,
Somerset,
The Crest Collection,
The Unlimited Collection,
Fox,
Harris,
POP!,
Preference,
Quest,
Vertu and
Yello.
Ascott specialises in managing and franchising a wide range of lodging options, including serviced residences, hotels, resorts, social living properties and branded residences, catering to the varying needs and preferences of global travellers. Through the
Ascott Star Rewards (ASR) loyalty programme, members enjoy exclusive privileges and curated experiences, enhancing every aspect of their travel journey.
As a wholly owned business unit of
CapitaLand Investment Limited, Ascott generates fee-related earnings by leveraging its expertise in both lodging management and investment management. It also drives the expansion of funds under management by growing its sponsored
CapitaLand Ascott Trust and private funds.
For more information on Ascott and its sustainability programme, please visit
www.discoverasr.com/the-ascott-limited. Alternatively, connect with Ascott on
Facebook,
Instagram,
TikTok and
LinkedIn.
CapitaLand Investment Limited
Headquartered and listed in Singapore in 2021,
CapitaLand Investment Limited (CLI) is a leading global real asset manager with a strong Asia foothold. As at 31 December 2024, CLI had S$136 billion of assets under management, as well as S$117 billion of funds under management held via stakes in seven listed real estate investment trusts and business trusts and a suite of private real asset vehicles that invest in demographics, disruption and digitalisation-themed strategies. Its diversified real asset classes include retail, office, lodging, industrial, logistics, business parks, wellness, self-storage, data centres, private credit and special opportunities.
CLI aims to scale its fund management, lodging management and commercial management businesses globally and maintain effective capital management. As the investment management arm of CapitaLand Group, CLI has access to the development capabilities of and pipeline investment opportunities from CapitaLand Group’s development arm. In 2025, CapitaLand Group celebrates 25 years of excellence in real estate and continues to innovate and shape the industry.
As a responsible company, CLI places sustainability at the core of what it does and has committed to achieve Net Zero carbon emissions for Scope 1 and 2 by 2050. CLI contributes to the environmental and social well-being of the communities where it operates, as it delivers long-term economic value to its stakeholders.
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CyCraft Named a Sample Provider in the Gartner® Latest AI Reasoning Models Report—The Only Taiwan-Based Cybersecurity Provider Listed
Dr. Benson Wu, CEO and Co-Founder of CyCraft, stated: “We believe, being listed as a Sample Providerin the Gartner report demonstrates that the global market now views AI security as the next battlefield for AI commercialization. From day one, CyCraft has developed proprietary models, simultaneously deploying AI reasoning capabilities across three core pillars: cybersecurity defense, AI governance, and unmanned vehicle reconnaissance. Technical leadership is our starting point, not the destination. Our goal is to translate this leadership into rapid growth driven by strategic deployment and disciplined execution. Launched this year, our AI Red Teaming and AI Guardrail solutions have already been productized and commercially shipped, seeing active deployment in sectors like semiconductors and sovereign AI.”
AI Reasoning Models Drive Up Operating Costs, Restructuring Profit Logic
As AI transitions from “training models” to “reasoning models,” the industry officially moves from the research and development phase into commercial application. Reasoning models possess logical deduction, self-reflection, and complex problem-solving capabilities. However, these advanced capabilities have caused AI operational costs to skyrocket, forcing the tech industry to redefine its expectations of AI as a tool for massive cost reduction and profit maximization.
CyCraft’s XCockpit Threat Exposure Management Platform features built-in AI reasoning models that triage thousands of alerts in real time, automatically providing mitigation recommendations and effectively eliminating alert fatigue. From overall security posture scoring to specific actionable tickets for individual alerts, XCockpit transforms defensive benefits—which were historically difficult to define—into concrete, quantifiable technical metrics. This embodies CyCraft’s pragmatic philosophy: the value of defense must be visible, and it must be measurable.
Standing at the Frontier of AI Security, CyCraft Advances Commercial Implementation with Profound R&D Momentum
Deeply integrating AI with cybersecurity, CyCraft has launched XecGuard and XecART—two major AI security products deployable across both cloud and on-premises environments, both featured on the OWASP AI Security Map. These solutions directly address the core pain points of Agentic AI, LLM, and GenAI applications. XecART utilizes Agentic Red Teaming to run multi-round stress tests on models, identifying risks and generating compliance reports that adhere to international standards. Meanwhile, XecGuard acts as a real-time Guardrail for LLMs and AI Agents, intercepting anomalous inputs and outputs. One solves “how to stress-test AI,” while the other solves “how to protect AI,” providing the fundamental AI governance for enterprises.
CyCraft’s research achievements are equally outstanding. The CyCraft research team recently presented at the International Conference on Machine Learning (ICML), one of the world’s top three prestigious academic conferences for AI and machine learning. The research focused on Retrieval-Augmented Generation (RAG) Data Poisoning. Utilizing their self-developed “Eyes-on-Me” attack framework, the team proved that attacks can simultaneously breach both the retrieval and generation phases. The end-to-end average attack success rate surged from 21.9% to 57.8%. This breakthrough exposed a long-neglected vulnerable attack surface existing between “attention focus” and “model output.”
In 2025, the CyCraft research team was also selected for NeurIPS, one of the most iconic academic sanctuaries in the AI field. The team proposed an innovative “unified supervision framework” that embeds verifiable checkers into synthesized instruction-conflict instances, enabling self-supervised learning without requiring oracle labels or reasoning traces. This framework not only applies to different models but also significantly enhances both safety robustness and instruction adherence.

CyCraft believes that as AI moves from R&D to commercial deployment, the barrier for enterprises is no longer “whether they can use AI,” but “whether they can use AI responsibly.” Once Agentic AI enters financial transactions, government services, or critical infrastructure, every autonomous decision must leave a traceable path, accept auditing, and allow for real-time human intervention when necessary. This is true AI governance. It is not a compliance document, but a complete control chain stretching from pre-launch to runtime, and onto post-incident traceability.
CyCraft deconstructs this control chain into three actionable phases: XecART stress-tests model risks before deployment; XecGuard safeguards inputs and outputs during runtime; XCockpit quantifies the overall risk posture into traceable metrics. Interlocking these three components ensures that every step AI takes is visible, manageable, and auditable. CyCraft’s objective is clear: make AI behavior measurable before its value can be priced. Ultimate technical leadership must be converted into commercial resilience that is governable, auditable, and open to investor scrutiny.
The technological revolution of AI Reasoning Models and Agentic AI is an undeniable reality. The ultimate challenge lies in whether enterprises can implement “controllable, auditable, and highly transparent” AI governance within real-world commercial environments. From being recognized in international research reports to taking the stage at top-tier academic conferences, CyCraft continues to prove that from visionary R&D to product commercialization, Taiwan’s AI cybersecurity prowess helps herald the future of a secure, trusted, and prosperous AI era.
Reports
Gartner, Emerging Tech: AI Vendor Race: Reasoning Models Reshape Providers’ Approaches to AI Pricing, 5 June 2026.
Disclaimer
Gartner does not endorse any company, vendor, product or service depicted in its publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner publications consist of the opinions of Gartner’s business and technology insights organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this publication, including any warranties of merchantability or fitness for a particular purpose. GARTNER is a trademark of Gartner, Inc. and its affiliates.
Hashtag: #CyCraftTechnology
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About CyCraft
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Enshi Suobuya Stone Forest in China Launches Rich Cultural Experiences to Welcome Southeast Asian Tourists
Geological Wonder: Exploring an Ancient Underwater World from 460 Million Years Ago
Located in Taiyanghe Township in the northwest of Enshi City, Suobuya Stone Forest is approximately a one-hour drive from the city center. The scenic area was formed during the Ordovician Period 460 million years ago. Originally covered by an ancient ocean, it gradually evolved through geological transformations over hundreds of millions of years into the extraordinary stone forest landscape seen today. Covering a total area of 21 square kilometers, the area features towering stone peaks surrounded by lush greenery, resembling a vast “underwater labyrinth.” As a “crowned stone forest” with one of the highest vegetation coverage rates in China, the scenic area enjoys a cool and pleasant average summer temperature, making it an ideal destination for summer retreats and nature-based relaxation.
The four major scenic areas currently open to visitors each have their own unique appeal. Qinglongtai serves as the highest point of the scenic area, offering panoramic views of the entire stone forest from above. Lianhuazhai features the breathtaking “Xiniugou” secret landscape, where towering cliffs on both sides and changing light and shadows create a dreamlike atmosphere. Mozigou is rich in ancient biological fossils, allowing visitors to touch traces of life from the Ordovician Period with their own hands. Jiulonghui features circular rock walls and groups of waterfalls, with stone peaks rising dramatically from the ground to create a magnificent landscape. The scenic area also features the 5D theater “Shanhaijing,” where visitors can enjoy an immersive experience of the evolution of the Ordovician ocean world. With gentle walking trails and an easy travel route, the area is suitable for families and nature exploration enthusiasts.
Cultural Feast: Immersive Experiences of Tujia Folk Traditions
Suobuya Stone Forest is not only a treasure trove of geological wonders but also an important carrier of Tujia culture. The Tujia ethnic group is one of the major ethnic minorities in the Enshi region, with a long history and distinctive cultural traditions. The “Baishou Dance” is one of the most representative folk dances of the Tujia people and has been listed as a National Intangible Cultural Heritage. The dance movements often imitate scenes such as hunting, farming, and warfare, featuring a lively rhythm. Visitors can personally participate in this cultural experience at the Tiejiazhai Square and Duigetai Stage.
The Tujia Girls’ Festival is one of Enshi’s most distinctive traditional folk festivals and has been held at Suobuya Stone Forest during the seventh month of the lunar calendar for many consecutive years. The festival is a traditional social activity where young Tujia men and women use songs as a medium for communication and dances to express emotions. It carries the unique marriage customs and collective memories of the Tujia people and has been recognized as a provincial-level intangible cultural heritage of Hubei Province and one of the “Top Ten Most Charming Festivals in China.” During the festival, the scenic area hosts a variety of activities, including matchmaking through folk songs, traditional cultural parades, and traditional handicraft exhibitions, allowing visitors to experience the rich ethnic culture amid the stone forests and mountain scenery. Suobuya Stone Forest has therefore also been recognized as the “Hometown of Chinese Folk Art” and the “Hometown of Mountain Folk Songs.”
Since 2026, the scenic area has continued to enhance its tourism products and cultural experiences. During the May Day holiday, it launched the “Exploring Wonders on Horseback · Fun in the Million-Year Stone Sea” folk culture series, featuring interactive programs such as folk song and dance flash mobs, the “Nature Guardians” activity where visitors exchange collected litter for cultural souvenirs, the immersive intangible cultural heritage experience “Stone Workers’ Chant,” and the outdoor role-playing game “Stone Forest Secret Order · Pursuing the Shadow of Rocks.” These activities allow visitors to explore the ancient stone sea while deeply engaging with Tujia cultural traditions.
Improved Transportation: Easier Access to Enshi for Southeast Asian Tourists
Since the opening of Enshi Xujiaping International Airport’s aviation port, the international flight network has continued to improve. In 2026, the Enshi–Hong Kong route achieved year-round regular operation, while flights between Enshi and Vietnam’s Ho Chi Minh City and Hanoi have resumed successively, creating a dual-route network connecting Vietnam’s two major cities in the north and south. According to the development plan of the Enshi aviation port, new routes to Singapore, Kuala Lumpur in Malaysia, and other destinations will be steadily promoted in the future, further strengthening the Southeast Asian aviation network. Tourists from major Southeast Asian cities can fly directly to Enshi and reach this 460-million-year-old underwater world after only a one-hour drive. Hidden deep within the Wuling Mountains, this ancient stone forest wonderland is welcoming visitors from around the world with a more open and international approach.
Hashtag: #SuobuyaCulturalTourism
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When a Stay Goes Beyond Check-out: Amari Unveils “Ari Service” to Deepen Guest Connections with Every Destination
As ONYX Hospitality Group celebrates its 60th anniversary, the company is entering a new chapter of growth through the continued evolution of its brand portfolio. As part of this journey, Amari has been revitalised with a refreshed brand positioning centred on authentic local connections and warm Thai hospitality. Bringing this vision to life is the introduction of “Ari Service”, a new signature brand touchpoint designed to deepen the relationship between guests and the destinations they visit. Through thoughtful, locally inspired interactions and personalised service, Ari Service encourages guests to discover the character, culture and people of each location, creating meaningful experiences that extend well beyond check-out and reinforcing Amari’s promise of creating lasting memories.
As travel today is no longer simply about changing places, but about taking time for oneself, being with loved ones and creating meaningful moments, Amari believes that the best journeys continue long after check-out. Every stay is designed to leave guests with feelings and experiences they can carry home, from the first warm welcome upon arrival and a local dish that brings back memories of a destination, to moments shared with loved ones and thoughtful details that make guests feel truly understood and cared for.
Beyond thoughtful service, Amari connects guests with the unique character of each destination through locally inspired design, food and ingredients that reflect the identity of each place, and experiences that connect guests with local communities, culture and ways of life. From beachfront escapes surrounded by nature to vibrant city stays, every Amari destination reflects its own sense of place, offering experiences that are warm, lively and memorable.
At Amari Phuket, guests can experience a relaxing seaside escape along the Andaman coast, where the island’s natural beauty, local culture, cuisine and heritage come together. From unwinding at Breeze Spa, an open-air spa experience complemented by the sound of the waves, to discovering Phuket’s local flavours, historic Old Town and coastal lifestyle, every moment offers a deeper connection with the rhythm of the island.
Amari Vogue Krabi offers a tranquil retreat at Tubkaek Beach, one of Krabi’s most scenic coastal destinations. Surrounded by nature and overlooking the Andaman Sea, guests can enjoy peaceful moments by the beach, breathtaking sunsets and the simplicity of coastal life, making it an ideal destination to reconnect with themselves and loved ones away from the pace of everyday life.
For travellers seeking a more vibrant seaside escape, Amari Pattaya combines relaxation with the energy of one of Thailand’s most dynamic coastal cities. Guests can begin their day with moments of relaxation and holistic well-being at maai spa before exploring Pattaya’s cafés, restaurants, seaside activities and lifestyle experiences. With its balance of comfort and liveliness, Amari Pattaya offers a welcoming destination for families, couples and leisure travellers.
In the heart of Bangkok, Amari Bangkok combines the convenience of a city location with a warm and relaxing atmosphere where guests can unwind amidst the energy of the capital. With easy access to shopping, lifestyle destinations, cultural attractions, restaurants and key city landmarks, the hotel serves as both a gateway to discovering Bangkok from a new perspective and a welcoming place to return to for comfort and thoughtful care.
For Amari, a memorable journey does not end when guests leave the hotel. It continues through the feelings, connections and experiences they take home. By bringing each destination’s unique character to life through Ari Service, authentic local experiences and genuine Thai hospitality, Amari creates meaningful moments that become lasting memories. These are the “Endless Memories” that Amari strives to create at every destination, making every journey even more meaningful.
For more information on Amari please visit: www.amari.com
Hashtag: #ONYXHospitalityGroup
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About ONYX Hospitality Group
ONYX Hospitality Group, a reputable force in the Asia-Pacific hospitality industry, operates a collection of comprehensive yet complementary brands – Amari, OZO, Shama and Oriental Residence – catering to the distinctive needs of discerning business and leisure travellers across the region where it has deep expertise. In addition to its brand portfolio, ONYX Hospitality Group also operates additional hospitality services across spa and food & beverage. With six decades of management experience, the company extends its innovative solutions throughout the region, upholding internationally recognised standards and ensuring optimal operational manoeuvrability. By fostering enduring relationships with like-minded business partners, ONYX Hospitality Group delivers unparalleled experiences in a dynamic and competitive market, meeting the ever-evolving demands of travellers.
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www.onyx-hospitality.com
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