WORLDWIDE: The Ascott Limited (Ascott), has unveiled its refreshed extended stay hospitality brand, Somerset.
The Somerset brand refresh is part of Ascott’s Brand360 strategy, to strengthen its expanded brand portfolio through sharpened brand stories and the introduction of signature experiences and programmes unique to each brand.
The Citadines brand refresh was unveiled in September with the tagline ‘For the Love of Cities’.
Ascott, the lodging business unit wholly owned by CapitaLand Investment, also recently announced Ascott CARES, a sustainability framework that aligns Ascott’s growth strategy with environmental, social and governance (ESG) considerations.
The refresh of the Somerset brand helps cement the commitment to sustainability and SAN reported last week that Ascott is one of the first hospitality groups to be conferred Recognised Standard status by the Global Sustainable Tourism Council.
Tan Bee Leng, Ascott’s managing director for brand & marketing, said: “Sustainable travel has gained prominence in recent times as travellers become more socially conscious and aware of their environmental footprint. We are witnessing a returning trend towards family vacations and multigenerational trips, as guests look to travel as a way to reconnect post-pandemic. Against this backdrop, the Somerset brand was refreshed to meet travellers’ growing expectations for sustainability, while at the same time ensuring they can immerse themselves in a truly inclusive, harmonious experience.”
Tan added: “As the second largest brand within our global portfolio, Somerset has been most popular amongst our guests travelling with families, because of its flexibility to cater to different travel purposes – from long-stay relocations to short-stay vacations. As travel continues to rebound, we are excited about the renewed opportunities Somerset will offer for families and eco-minded travellers. Somerset celebrates the coming together of people in an inviting, inclusive and homely environment. We hope to curate a stay where all families across generations can share happy moments, build lasting memories and create positive impact,”
Somerset Brand Signatures
The Somerset signature scent: a fresh and light citrus scent with woody undertones and a touch of tea tree oil with anti-bacterial properties for an added peace of mind.
The lobby wall feature: a unique nature-inspired centrepiece as guests enter each Somerset property. For example, Somerset Baitang Suzhou in China has its lobby wall adorned with high wooden bookshelves that serve as trellises for plants to be displayed.
The Guardians: Somerset associates, known as the Guardians, are custodians of the brand’s commitment to being inclusive and sustainable. Guardians are warm, attentive and relaxed, extending help so that guests can focus on the moments that matter.
Practising sustainability: from wooden keycards to eco-friendly in-room stationery and amenities, guests are encouraged to practise the sustainable way-of-life upon checking in.
Signature Themed Suites: guests can choose their suites depending on what they need or like. For example, guests can choose from Jungle-themed suites in Somerset Rama 9 Bangkok, to Forest-themed suites, Tatami-themed suites and Arcade- themed suites in Somerset Baitang Suzhou and Somerset Wusheng Wuhan in China. Suites are curated with family and eco-friendly themes in mind. The ‘Family Suites’, for example, are fitted with children’s furniture and décor to inspire imagination and play. Flexible room configurations can also be arranged to ensure a comfortable stay for groups of any size.
Eco play area and gym: The eco play area is a kid-friendly area designed to connect children with nature through its design elements. Play features are powered by solar and kinetic energy. Guests can also work out at the eco gym, which includes gym equipment and technology that are either energy-saving or power-generating, allowing guests to be mindful of the energy they consume and at the same time generate electricity while exercising.
The Somerset Sustainability Passport Programme: an initiative that encourages guests to be part of the green travel movement by rewarding them with discounts and perks when they make sustainable choices. Somerset properties in the Philippines, for example, will launch the programme for guests to earn Ascott Star Rewards (ASR) points when they opt for sustainable practices such as the reuse of linen and towels, and sorting of plastic waste. Somerset Rama 9 Bangkok will also launch the programme for their little guests to complete tasks and collect stamps at different parts of the property. Guests can redeem prizes such as the ‘Cubby and Friends’ collectibles, and bring a piece of Somerset home. Cubby, Ascott’s mascot who champions inclusivity and sustainability. Somerset Kuala Lumpur has designed a series of wooden magnets each with Cubby dressed in traditional outfits visiting iconic landmarks.
Where’s Cubby?
In celebration of the refreshed Somerset brand, Ascott is hosting ‘Somerset Where’s Cubby Global AR Adventure’, a seven-week long interactive campaign with more than eight million ASR points worth over SGD20,000 to be won. From today – November 22, 2022 to January 8, 2023, AR codes are hidden across the 70 participating properties and online channels, featuring 12 different designs of an animated 3D Cubby. Each Cubby design carries an educational message that embodies Somerset’s brand values of inclusivity and sustainability. Guests and the public can scan the AR code, take a picture or a video of each design and share it as an Instagram Story. To qualify for the weekly giveaway, participants will need to follow and tag Ascott’s Instagram account (@discoverASR), to stand a chance to become one of 10 winners selected at random to receive SGD200 worth of ASR points.
