Pursuing Growth | 13
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primarily on the maximisation of RevPAU. Therefore,
our yield management and marketing strategies are
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based on occupancy levels and demand; and
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higher yielding short-stay guests and stability of
revenue from long-stay guests.
We work closely with the SRMCs to establish and
develop relationships with global key accounts,
and leverage on the Sponsor’s wider networks
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The Sponsor enjoys strong brand equity through
a series of marketing initiatives across different
platforms. Following enhancements to the
Ascott, Citadines and Somerset brand portals,
the Sponsor has introduced new features to the
existing Ascott corporate booking engine to
enhance user experience for contracted corporate
clients and travel agents by providing them with
easier online access to Ascott properties worldwide.
The Sponsor has continued to strengthen its
communication efforts with key accounts and
preferred partners to improve revenue and
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generated positive results for the SRMCs and has
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The Sponsor has also taken further steps to build a
strong online community through attractive provisions
for its online members. Aside from enjoying a 10%
discount off Best Flexible Rates all year round,
Ascott online members are now entitled to additional
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complimentary upgrades at participating serviced
residences when they make their bookings through
Ascott The Residence, Citadines Apart’hotel or
Somerset Serviced Residence websites.
The Facebook pages for Ascott The Residence,
Citadines Apart’hotel and Somerset Serviced
Residence have garnered close to 80,000 fans
to-date. In addition, the Sponsor has expanded its
social media presence with the launch of Pinterest,
Instagram as well as WeChat to reach out to more
customers. Guests can now make use of the above-
mentioned social networking platforms, as well as
Twitter, YouTube, Flickr and Weibo to stay updated
on the latest news, promotions and opening
specials.
The Sponsor’s Global Distribution System (GDS)
chain code “AZ” continues to enable travel
management companies and travel agents
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Furthermore, the Sponsor has global promotional
partnerships with Citibank and other credit card
partners in the form of discounts for cardholders.
Separately, residents who are Asia Miles members
or Singapore Airlines’ KrisFlyer members can earn
mileage for their stays at participating residences.
Ascott also partners with CapitaMalls Asia Limited
to provide CapitaCard members discounts and
privileges when they book and stay at Ascott
serviced residences.
In addition, the Sponsor recognises that technology
innovation is paramount in the face of changing
consumer behaviour today. In July 2014, the Sponsor
established an Innovation Department to formalise
and drive concerted innovation efforts on creating
an innovative organisation culture and formalising a
digital strategy, amongst other initiatives to capitalise
on technology to improve product and service quality.
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To minimise direct expenses and increase gross
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services, Ascott Reit, together with the SRMCs,
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expenses;
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and procurement for properties located within
the same city or region; and
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portfolio to achieve economies of scale.
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We continuously strive to enhance Ascott Reit’s
assets through planned periodic upgrading,
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in order to achieve a higher level of guest satisfaction
as well as to improve the properties’ performance and
competitiveness. The improvement in performance is
expected to translate into higher real estate value.
