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Refreshed hospitality brand Somerset encompasses Ascott’s brand values

Published: 29 Dec. 2022, 17:50

A view of Somerset Palace Seoul, which provides refreshing experiences through its comfortable accomodation. [SOMERSET PALACE SEOUL]

Lodging business Ascott has launched its refreshed hospitality brand called Somerset, which will offer new experiences to family travelers and eco-minded guests.

The Ascott Limited is a Singaporean company that has grown to be one of the leading global lodging companies in the world. It unveiled its refreshed hospitality brand, Somerset, which provides real experiences through environments that feature inclusivity and sustainability. Somerset follows Ascott’s recently released Ascott Cares, a growth initiative that takes into account environmental, social, and corporate governance (ESG).

“We aim to meet guest’s sustainable travel needs at they become more conscious about their impact on the environment,” Ascott’s Managing Director for Brand and Marketing Tan Bee Leng said. “We hope to return to a trend that centers around family vacations and multigenerational trips so as to ensure guests can enjoy peaceful experiences. With its flexibility to cater to different goals for each traveler, Somerset is the second largest brand in the global portfolio. Somerset will provide refreshing opportunities for family travelers and eco-minded guests,” she added.

The “Somerset Sustainability Passport Programme” is an exemplary initiative that boosts eco-friendly travel. To inspire eco green tours, it offers rewards such as discounts and perks when travelers make sustainable choices. Somerset properties in the Philippines, for example, will provide Ascott Star Rewards (ASR) points to guests when they do sustainable activities, such as reusing towels or bed linen and separating plastic waste. Somerset Rama 9 Bangkok will launch a program for children and offer them a chance to win prizes such as ‘Cubby and Friends’ collectibles when they collect stamps by completing tasks. Cubby is Ascott’s sustainability and can often be seen within the brand’s properties as part of the interior design, or on merchandise.

Ascott is celebrating the launch of the Somerset brand by hosting “Somerset Where’s Cubby Global AR Adventure” until Jan. 9. Augmented reality (AR) codes are hidden across the seventy participating properties and online channels. They feature twelve different designs of an animated Cubby. Each Cubby is carrying an educational message which centers on sustainability and inclusivity. With its interactive campaign, guests and the public can scan the AR codes, take pictures and share with on their Instagram accounts. Ten winners who follow and tag Ascott’s Instagram account will be randomly selected and receive 200 hundred Singapore dollars’ ($148) worth of ASR points.
Somerset plays a key role in the Ascott’s Brand360 strategy which is a group-wide exercise that aims to consolidate its expanded brand portfolio accordingly. The Citadines brand refresh, unveiled in September 2022, offers travelers the conveniences of serviced residences. In 2023, Ascott, Oakwood and The Crest Collection will launch new brand signatures and programs.

Located in the heart of Seoul’s diplomatic, business and financial districts, Somerset Palace Seoul aims to offer nature-based accommodation with its beautiful garden and city views. Every space at the Somerset Palace Seoul provides total comfort whether guests are looking to enjoy the bustling city or the quiet suburbs.

With Ascott’s portfolio gaining prestige globally, it has expanded within Korea to a total of six properties in five different cities — Somerset Palace Seoul and Oakwood Premier COEX Center Seoul, Oakwood Premier Incheon, Somerset Central Bundang, Citidines Connect Hari Busan, and Somerset Jeju Shinhwa World.

BY PARK YE-EUN [[email protected]]