Ascott unveils Somerset brand refresh to reinforce its sustainable commitment

2 min reading time

Published on 22/11/22 - Updated on 22/11/22


Refreshed Somerset brand features new experiences anchored in sustainable travel for multigenerational families, and it is promoted through an augmented reality campaign.

The Ascott Limited unveiled its refreshed hospitality brand, Somerset, a brand that champions inclusivity and sustainability. This brand refresh follows Ascott’s recently announced Ascott CARES, a sustainability framework that aligns Ascott’s growth strategy with 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.

New brand signatures include Somerset signature scent, lobby wall feature which is a unique nature-inspired centrepiece, Somerset associates, known as “the Guardians”, signature themed suites that are curated with family and eco-friendly themes in mind. From wooden keycards to eco-friendly in-room stationery and amenities, guests are encouraged to practise the sustainable way-of-life upon checking in.

Within property grounds, guests of all ages can enjoy the Eco Play Area and Gym. The Eco Play Area is a kid-friendly area with biophilic elements and play features powered by solar and kinetic energy, and the Eco Gym includes gym equipment and technology that are either energy-saving or power-generating.

Furthermore, guests can experience 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. Therefore, guests can earn Ascott Star Rewards points when they opt for sustainable practices.

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.

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. We hope to curate a stay where all families across generations can share happy moments, build lasting memories and create positive impact.

Tan Bee Leng, Ascott’s Managing Director for Brand & Marketing

Somerset brand refresh is part of Ascott’s Brand360 strategy, a groupwide exercise 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 2022.

The Ascott Limited

The Ascott Limited


For further

Every week, the HON team brings you an expert look at the world of hospitality. By becoming a member, you will have access to a complete ecosystem: exclusive content, jobs, etc.


Sign up to add topics in favorite. Sign up to add categories in favorite. Sign up to add content in favorite. Register for free to vote for the application.

Already signed up? Already signed up? Already signed up? Already registered?