Ascott unveils Somerset brand refresh to reinforce commitment as a leading sustainable lodging player

Refreshed Somerset brand features new experiences anchored in sustainable travel for multigenerational families

Launches augmented reality campaign with over eight million ASR points to be given away

A brand that champions inclusivity and sustainability, Somerset embraces harmony within individuals, with families and in the environment.

Singapore – The Ascott Limited (Ascott), a lodging business unit wholly owned by CapitaLand Investment, today unveiled its refreshed hospitality brand, Somerset. A brand that champions inclusivity and sustainability, Somerset embraces harmony within individuals, with families and in the environment. This brand refresh follows Ascott’s 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 serves as another milestone to mark Ascott as one of the first hospitality groups to be conferred Recognised Standard status by the Global Sustainable Tourism Council.

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.

To promote sustainable development, Ascott has introduced a range of green initiatives across its properties, including energy-efficient lighting, water-saving devices, and waste reduction measures. The company has also implemented a recycling program to reduce waste and promote responsible waste management.

The use of wooden room keys is another step towards promoting sustainability and building a harmonious environment. The keys are made from sustainable materials and can be recycled easily, reducing the impact of plastic waste on the environment. Moreover, the use of wooden room keys has also been proven to enhance the guest experience, as they provide a unique and memorable touch to the overall stay.

In addition to its focus on sustainability and environmental responsibility, Ascott is committed to building a harmonious environment for its guests and employees. The company has implemented a range of measures to ensure the safety and well-being of its guests, including enhanced cleaning and disinfection procedures, as well as measures to promote social distancing and reduce contact.

Overall, Ascott's launch of the Somerset brand and its use of wooden room keys represent a significant step towards promoting sustainability and building a harmonious environment for its guests and employees. As the company continues to expand its presence in China and other key markets, it is clear that sustainability will remain a key focus for its operations and growth strategy.