ALT Ascott Star Rewards invites members to celebrate its 7th anniversary - offering a complimentary free night with a minimum of six qualifying nights across participating ASR properties from April to May 2026.

ALT From matchday experiences at Stamford Bridge to exclusive access to Chelsea legends, members will soon find even more ways to make the most of their ASR points.

ALT Exclusive meet-and-greet with Chelsea legend Gianfranco Zola at The Famous CFC, Chelsea's international fan engagement programme.

ALT ASR’s Local Signatures events engage and reward elite-tier members through local events including culinary and preview stay experiences.

ALT Ascott is building the technology infrastructure and people capabilities to lead in agentic commerce. Pictured at the Ascott Global Conference 2026 panel "Man versus Machine: When AI Agents Become the First Audience, How Will Ascott Convince Software Before Humans?" are (from left) Tan Bee Leng, Chief Commercial Officer, Ascott; Emily Weiss, Senior Managing Director and Global Travel Industry Lead, Accenture; Kevin Goh, Chief Executive Officer, Ascott; Professor David Bardolet, Associate Dean, APAC and Professor of Strategy, EHL; and Paul Wilson, Vice President, Hospitality, Asia Pacific, Amadeus.

ALT Cubby, Ascott's AI-powered digital concierge, already assists guests with itinerary planning, destination discovery and property recommendations on DiscoverASR.com. With Ascott's new agentic foundation layer in place, Cubby is set to evolve from travel companion to personal travel agent, moving from conversation to orchestration by anticipating guest needs and acting on them before they have to ask.

ALT The inaugural cohort of Ascott's Global Brand Academy Train-the-Trainer programme, developed in partnership with EHL, marks a milestone in Ascott's commitment to building hospitality excellence from within. These certified trainers will return to their regions and properties equipped to embed the Ascott brand mindset across every guest interaction.

ALT Mastering the art of afternoon tea as part of the Ascott Global Brand Academy programme. For the Ascott brand, every ritual is an expression of its hallmark of gracious living, where attention to the smallest detail is what turns a good stay into one guests remember.

ALT A football legend at a legendary venue: The Famous CFC Hanoi concluded on 18 April 2026 with over 350 Chelsea fans and ASR members gathering at the Ho Tay Ballroom at Ascott Tay Ho Hanoi for A Night with the Blues. Chelsea legend Jimmy Floyd Hasselbaink headlined an evening of fan games, chants and a dinner prepared by the hotel’s culinary team, making it a night that brought the spirit of Chelsea Football Club alive in the heart of Hanoi. Pictured in image: Chelsea legend Jimmy Floyd Hasselbaink (centre) with Ms Tan Bee Leng (left), Ascott’s Chief Commercial Officer, and dinner attendees.

ALT An electrifying atmosphere filled the Ho Tay Ballroom as Chelsea fans and Ascott Star Rewards members came together to celebrate their favourite club.

ALT Chelsea legend Jimmy Floyed Hasselbaink arrived to the warm welcome of Chelsea fans and Ascott leaders at Oakwood Residence Hanoi on 17 April 2026. Pictured (L to R): Remco Vaatstra, General Manager, Oakwood Residence Hanoi; Haslam Preeston, Chief Corporate Officer and Deputy Managing Director, Southeast Asia, Ascott; Jimmy Floyd Hasselbaink, Chelsea Legend; David Cumming, Regional General Manager, Indochina, Ascott; Tan Gan Hup, Vice President, Marketing, Loyalty and Partnerships, Ascott; flanked by local cultural performers.

ALT Pictured: Two Ascott Star Rewards members posing for a picture with Chelsea’s Premier League Trophy that was on display at the intimate meet-and-greet session at Somerset West Point Hanoi on 18 April 2026.

ALT Ascott recorded a 55% year-on-year increase in Southeast Asia signings in 2025, marking its strongest signing performance in the region to date. Portfolio updates in the region were shared at a media briefing at Ascott Tay Ho Hanoi in Vietnam, alongside the unveiling of the property’s meetings, incentives, conferences and exhibitions (MICE) facilities. Pictured (left to right): Tan Bee Leng, Chief Commercial Officer; Serena Lim, Chief Growth Officer; Kevin Goh, Chief Executive Officer; and, Wong Kar Ling, Chief Strategy Officer and Managing Director, Southeast Asia.

ALT Ascott is accelerating its expansion in Vietnam, extending from established urban centres into emerging coastal leisure destinations. An example is the 369-unit Citadines Selavia Phu Quoc, which is part of a vibrant integrated development with access to a future waterpark in the precinct. Slated to open in 2027, the property will mark the company’s first entry into Phu Quoc.

ALT Located on the shores of West Lake in Hanoi’s upscale Tay Ho District, Ascott Tay Ho Hanoi is poised to become Ascott’s largest full-service MICE hotel and a landmark events and hospitality destination in Vietnam’s capital. Complementing the recently launched international convention centre spanning 13 event venues, the hotel is set to fully open with 1,165 rooms, 10 food & beverage concepts and a spa by 2027.

ALT Ascott is also strengthening its presence in Vietnam’s coastal regions through its resort and wellness offerings. Opened in 2025 with 68 boutique hotel rooms and 20 private villas, Lasong Hotel & Villas Sam Son by The Unlimited Collection will be enhanced with the addition of a 190-room Sky Vista tower on 24 April 2026, marking the completion of a landmark wellness resort at the confluence of the Ma River and Sam Son Beach in Thanh Hoa Province, Vietnam.