More than 400 fans and Ascott Star Rewards members attended the two-day event, which featured a fireside chat, meet-and-greet sessions, a pre-match gathering, and a live watch party for the Chelsea versus Arsenal fixture. Activities were hosted across Ascott Sudirman Jakarta, Citadines Sudirman Jakarta and HARRIS Hotel & Conventions Kelapa Gading.

The Famous CFC is Chelsea’s global fan experience initiative aimed at strengthening ties with supporters and collaborating with international partners. The Jakarta edition marked the third staging of the event and formed part of Ascott’s second season as Chelsea’s Official Hotels Partner.

Gary Cahill said, “It is amazing to see how Chelsea’s global fan family keeps growing, and Indonesia is easily one of the most passionate places for Blues supporters. Being here in Jakarta and seeing how Ascott has brought the spirit of the club to life is really special. The Chelsea-themed hotel suites are a fantastic way for fans to feel closer to the club, even when they are far from Stamford Bridge.”

Dan McEwan, director of partnerships at Chelsea Football Club, commented, “We are delighted by the incredible turnout at The Famous CFC in Jakarta. Seeing Chelsea supporters and the Ascott community come together with such enthusiasm illustrates the strength of our partnership and the shared commitment to bringing the club closer to fans worldwide. The Chelsea-themed hotel suites developed with Ascott offer our global fan base a taste of the club and Stamford Bridge, and we are excited by the new ways they help bring the club and partnership to life beyond the pitch.”

Meanwhile, Tan Bee Leng, chief commercial officer at Ascott, stated, “Another successful edition of The Famous CFC presented by Ascott, this time in Jakarta. The event underscores our commitment to delivering heartfelt, experiential travel moments for our Ascott Star Rewards members. As our partnership with Chelsea deepens, we are gearing up for the opening of lyf Chelsea London in 2Q 2026.”

She added, “With its bold, experience-led and community-focused concept, the lyf brand is set to capture the spirit of Chelsea and the energy of Stamford Bridge. This will be more than a stay; it will be a vibrant social-living experience that brings the club’s passion to life. We look forward to welcoming guests to lyf Chelsea London at Stamford Bridge for an immersive experience that celebrates both the heart of London and the Blues.”

According to Ascott, the new Jakarta suites are designed to offer themed stays inspired by the club’s heritage. The Legend Suite at Ascott Sudirman Jakarta features memorabilia and décor celebrating Chelsea’s history, while The Bridge Suite at Citadines Sudirman Jakarta aims to recreate the experience and atmosphere of a match day at Stamford Bridge through themed interiors, lighting and audio-visual elements.

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Through improving its mobile app and website, Ascott aims to grow its member base to at least 15 million by 2028.

The ASR mobile app is set to undergo a series of updates to streamline the user journey. The updates will see an improved user interface, personalised travel recommendations, geolocation-based offers, and an optimised landing page.

Moving beyond allowing bookings, the app will also enable pre-arrival check-ins, self-check-outs and multi-room reservation management.

Meanwhile, the ASR website has added payment options, including WeChat and Alipay. It has also enhanced ‘Cubby’, its genAI-powered web chatbot, allowing it to pilot direct bookings.

Leveraging AI, ASR has a new recommendation engine that suggests travel destinations, brand experiences and potential properties.

Curated experiences through exclusive partnerships

ASR has added the tennis tournament ‘French Open’ in Paris and the fan engagement ‘The Famous CFC’ event in Bangkok to its lineup of curated experiences. The exclusive partnerships are also part of Ascott’s member rewards strategy, adding to its ‘Privilege Signature’ series.

Meanwhile, Ascott is also collaborating with travel partners to create a one-stop platform, allowing members to gain exclusive benefits. It has also teamed up with KrisFlyer, Singapore Airlines’ frequent-flyer programme. 

The partnerships allow more ways for members to earn ASR points and enjoy airport lounge access.

In line with ASR’s anniversary, its members can earn bonus points for bookings made from April 1 to May 31, 2025. They can also get complimentary airport lounge passes.

Tan Bee Leng, chief commercial officer at 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,” Tan added.

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The partnership aims to provide customers with exclusive access to ClassPass’s extensive network of fitness studios, gyms, and wellness experiences. 

Under the partnership, Citadines’ guests and members of the loyalty program Ascott Star Rewards (ASR) will receive benefits. From Oct. 15 to Dec. 14, 2024, new ClassPass members in Asia Pacific, France, and the United Kingdom will receive a complimentary one-month membership. In China, the campaign offers ASR members discount codes and a 75% discount on their first stay at participating ASR properties. 

Through the campaign, more Citadines properties across the Asia-Pacific region will be added to the ClassPass app. This will allow ClassPass members to book fitness facilities like pools and gyms within these properties. 

Ascott’s activ∞ Unlimited campaign offers a range of fitness initiatives at Citadines properties worldwide. Under the campaign, each Citadines property offers tailored amenities and signature programs to cater to the specific needs of guests in each city.

Tan Bee Leng, chief commercial officer at Ascott, said, “In line with its brand tagline ‘For the Love of Cities’, Citadines aims to delight guests by showcasing the best of urban living and inspiring them to live, work and play in infinite ways through curated, unique stay experiences. As Ascott celebrates 40 years of hospitality in 2024 with our ‘Ascott Unlimited’ campaign, we are excited to announce this inaugural global brand partnership between Citadines and ClassPass to promote ‘activ∞ Unlimited’.” 

“This significant partnership underscores the strong ambitions of both brands, aimed at encouraging an active lifestyle by providing our guests and loyalty members with essential amenities and programmes conveniently accessible at their fingertips. It is a testament to Ascott’s commitment to continually enhancing and evolving our brand experiences. Ascott will continue to go ‘unlimited’ for our guests, empowering them to unlock a future of unlimited possibilities,” Leng added.

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This will reinforce the global positioning of The Unlimited Collection as a curated selection of independent upscale hotels in vibrant neighbourhoods that feature exquisite designs and fulfil travellers’ aspirations for authentic and immersive local cultural experiences.

The Unlimited Collection brand refresh is a continuation of Ascott’s Brand360 strategy, a groupwide initiative to strengthen its brand portfolio through sharpened brand stories and the introduction of signature experiences and programmes unique to each brand. Moreover, the refreshed brand’s focus on cultural charms distinguishes The Unlimited Collection as a portfolio of storied hotels featuring exquisite designs in exciting locations.

Focused on delivering unscripted, unchartered, unconventional and unforgettable experiences, The Unlimited Collection accentuates the bohemian charm of cultural enclaves, bringing guests on an adventure in lively neighbourhoods filled with colourful sights, sounds, tastes and personalities. Guests will be treated to a kaleidoscope of festivals, art, music, craft, food and language steeped in local culture that fascinates even the most discerning of wanderlusts.

Embodying the brand essence, Ann Siang House by The Unlimited Collection in Singapore is a restored heritage building nestled on the outskirts of the historic Telok Ayer sub-district of Chinatown, where a multitude of world-class bars and trendy eateries sit at its doorstep. 

In another example, Temple Bar Hotel Dublin by The Unlimited Collection will enhance its reputation as a cultural icon celebrating the best of local Irish music after completing its rebranding exercise. Located along Fleet Street, a vibrant neighbourhood steeped in music, art, culture and history, the hotel is home to Buskers Bar, a lively contemporary bar and renowned landmark, and Buskers on the Ball, an award-winning sports bar.

Another brand signature is The U Shop, a retail concept unique to The Unlimited Collection properties, offering an array of property merchandise created in collaboration with local artists and crafters. Showcasing one-of-a-kind local trinkets and charms, The U Shop ensures that guests can take home a cherished local memento that authentically embodies each destination’s cultural tapestry.

A brand film titled ‘Be a Gen-U: A Generation for Unlimited Experiences’, will roll out on various digital and social channels as part of the brand refresh of The Unlimited Collection. The film illustrates how a Gen-U embarks on an unscripted adventure, exploring charming destinations and immersing herself in cultural experiences to discover what propels her to travel. 

It highlights The Unlimited Collection’s refreshed brand story and signatures through a kaleidoscope of festivals, art, music, craft, food and languages steeped in local culture. A global marketing campaign will kick off on 12 August.

Serena Lim, chief growth officer at Ascott, said, “Our collection brands form a key pillar of Ascott’s growth plans as they enable us to partner with independent owners who wish to preserve the unique identities of their properties while leveraging Ascott’s expertise in hospitality management, supported by our global distribution system and loyalty network. In recent years, we have witnessed increasing interest in Ascott’s collection brands as they offer owners flexibility, ease of conversion and quick time-to-market while preserving the distinctive nature of each property.”

She added, “As a result, we have made good headway with the heritage-focused The Crest Collection brand in the luxury hotel segment, amassing 13 properties in Europe and Asia with over 1,600 units to date. The Unlimited Collection, that focuses on accentuating the unique cultural charms of each property, is our next global collection brand success with eight properties added in the past year. We see potential in further scaling The Unlimited Collection through offering customised support to owners who seek to capitalise on growing guest demand for authentic local experiences.”

Meanwhile, Tan Bee Leng, chief commercial officer at Ascott, commented, “Travellers nowadays are willing to invest more in experiences that are true to local culture. For Ascott, it means building up a brand rooted in the power of discovery and the magic of authentic experiences. As more travellers aspire to embrace the local way of life, The Unlimited Collection rises to the occasion with curated experiential stays that appeal to this emerging breed of travellers who seeks an immersive sense of place.”

She added, “Designed to offer an authentic experience from each destination, every property in The Unlimited Collection is a local landmark featuring exquisite designs that leads guests to intriguing personal discoveries and engaging cultural appreciation. With its refreshed brand focus on the charm of culture, we are confident The Unlimited Collection will foster a deeper connection between our guests and the destinations they visit, making every stay memorable and unique.”

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This launch signifies a new era for Ascott, as the hospitality company navigates a future of unlimited possibilities against a backdrop of global change and evolving perspectives of travel.

Aiming to transcend traditional limits, Ascott embarks on a transformative journey to go ‘unlimited’ for its guests, owners, partners, and associates. 

Going on this route, Ascott promises unlimited opportunities by delivering enhanced value to owners and investors, while providing career growth opportunities for associates, as well as allowing for unlimited choices, with a myriad of stay experiences for guests, whatever the purpose of travel and wherever the destinations may be. 

Additionally, Ascott also offers owners with a flex-hybrid hotel-in-residence model that allows for a flexible and free stay, whilst committing to a culture of care and hospitality, backed by a spirit of innovation to do good in the future of travel.

Commemorating this milestone, a campaign microsite features the latest updates on events, offers and happenings that guests may enjoy or participate in. An interactive game also allows guests to put their knowledge on Ascott to the test, with a chance to win stay vouchers and reward points to unleash their wanderlust.

Talking about the campaign, Kevin Goh, chief executive officer for Ascott and CLI Lodging, said, “2024 will be our launchpad – one that will propel Ascott into an era of greater ambition, as we go unlimited. Unlimited with enhanced value for our owners, unlimited with myriad experiences for our guests, and unlimited with growth opportunities for our associates.”

Meanwhile, Tan Bee Leng, chief commercial officer at Ascott, commented, As we go Unlimited, we are excited to be launching initiatives that have been curated to deliver one-of-a-kind stay experiences for our guests. This will be exemplified in everything we do – from free night stays and complimentary membership tier upgrades to signature experiences and programmes unique to each brand. All to ensure our guests unlock a gateway to unlimited possibilities, wherever they are in the world.”

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The ChatGPT-fuelled chatbot is built on Microsoft OpenAI and Azure Services. Cubby also leverages real-time data, using Bing search, Azure Map (Nearby API), Azure Map (Weather API) and other Azure services, alongside data and insights accessed via Ascott’s global website DiscoverASR.com, to deliver on an improved, tech-enabled guest journey. 

Currently in its test-bedding stage where learnings are still key, this transformative initiative is part of Ascott’s mindful adoption of AI-driven guest-centric innovations to support its rapid growth trajectory.

For a start, Cubby will be supporting Ascott’s live chat agents, so that the agents can focus on responding to more complex inquiries which require deeper and more thorough engagement with guests. For guests who enjoy having an AI travel buddy that is online on a regular schedule, Cubby has the ability to generate personalised itineraries according to user input. 

The itineraries can be customised and amended according to the destination(s) selected, length of stay, travel preferences, and other criteria. Travel tips as well as health and safety information alongside advice on visa requirements, travel budgets and packing checklists are some of the added knowledge Cubby is able to share.

Tan Bee Leng, managing director for brand and marketing at Ascott, said, “An exciting quest of learning and discovery begins as Ascott takes its first step into the future of personalised travel exploration with the pilot launch of Cubby, where innovation meets warm and cuddly hospitality. Cubby, with its AI prowess, taps into a vast treasure trove of data, enabling fast analysis of travel preferences, trends, and recommendations; from suggesting hidden gems to tailoring itineraries that match specific areas of interests.”

She added, “As we journey alongside our valued guests in this shared adventure of experimentation, every interaction with Cubby is set to unlock a realm of limitless possibilities in AI-driven travel planning. Ascott is dedicated to nurturing Cubby’s growth, empowering it to deliver more personalised and engaging experiences with each interaction.”

In anticipation of evolving guest expectations, Cubby will become multichannel in its later phase, seamlessly integrating with different applications for greater convenience. Improved language capabilities will also be implemented to ensure that Cubby is optimised for local use. This integration will allow Cubby to respond instantly across channels, using the guest’s preferred language and platform while handling an immense volume of guest inquiries simultaneously and consistently.

“From computer vision to natural language processing, Ascott recognises the pivotal role of AI technology in shaping the future of travel experiences. The adoption of generative AI tools to create advertising campaigns has provided us a shorter time-to-market, and the development of a chatbot has deepened our level of engagement with guests,” Tan said.

She added, “Our commitment to equipping our associates with knowledge and expertise in AI is not merely an investment; it’s a pledge to futureproof Ascott and create a new paradigm of personalised engagement with our valued guests. Embracing AI humbles us in the face of technology’s vast possibilities, empowering Ascott to learn, adapt, and evolve with the times, so that heartfelt hospitality and cutting-edge innovation can harmoniously intertwine.”

Other brands that have previously released their own travel chatbots include Expedia and Trip.com.

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