Ascott announces plans to redesign its serviced residences
Ascott will increase adoption of mobile technology including the launch of a new mobile app later this year.
CapitaLand’s wholly owned lodging business unit, The Ascott Limited (Ascott), will review the design of its lodging products and services to ensure they are future-ready for continued growth in a post COVID-19 landscape.
Leveraging the existing design strengths of Ascott’s serviced residences, it will redefine the guest experience to take advantage of emerging trends such as the increased popularity of working-from-home, deeper health and safety concerns, and a rapidly digitising world.
Currently, Ascott’s spacious serviced apartments are already well-suited for guests who choose to stay indoors for extended periods of time. The separate living, working and dining areas offer ample space for guests to unwind, exercise, work or have their meals within the apartment. Guests can also make use of the fully equipped kitchen and refrigerator within the apartment if they do not want to order meal delivery.
To tap on the work-from-home trend, Ascott is looking at upgrading its design to create a more productive workspace within the serviced apartment. Improvements to the overall ergonomics of the workspace may include better task lighting, better use of space and appropriate wall features suited for videoconferencing or webcasting.
Digital solutions and technologies may also be further deployed to provide convenience, value and safety to guests. The use of sensors at Ascott properties can offer better safety through thermal scanning or to track footfall and crowds to facilitate better safe distancing measures, as well as smarter room energy and water management.
Ascott will increase adoption of mobile technology including the launch of a new mobile app later this year. A one-stop service, the app will offer guests contactless services such as contactless entry to their apartments, payments, check-in and check-out. It can also provide seamless in-room service and smart controls, management of Ascott Star Rewards loyalty points or redemption of special flash deals.
Kevin Goh, Chief Executive Officer, Lodging, CapitaLand Group and Chief Executive Officer, The Ascott Limited, said: “Ascott’s serviced residences have remained resilient amid COVID-19. We continue to be the accommodation of choice by providing a safe haven for our guests who have placed their trust in Ascott. To cement Ascott’s position as a dominant lodging player and deliver more value for our guests and business partners, we are taking steps to ready Ascott for a post COVID-19 landscape. Ascott is reviewing every touchpoint within the living and workspaces of our apartments to tap on the work-from-home trend. We are also improving our digital solutions and looking at leveraging smarter technologies to provide value and safety to our guests.”