January 31, 2023

The Ascott Limited (Ascott) has launched its refreshed hospitality brand, Somerset, as part of Ascott’s Brand360 strategy, a groupwide exercise to strengthen its expanded brand portfolio through sharpened brand stories and introduce signature experiences and programmes unique to each brand.

“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,” said Tan Bee Leng, managing director for brand & marketing, Ascott.

Somerset Baitang Suzhou in China has its lobby wall adorned with high wooden bookshelves that serve as trellises for plants to be displayed

“Somerset has been most popular among our guests travelling with families, because of its flexibility to cater to different travel purposes – from long-stay relocations to short-stay vacations. We hope to curate a stay where all families across generations can share happy moments, build lasting memories and create positive impact.”

Highlights of Somerset Brand Signatures include the Somerset signature scent, signature lobby wall feature, and Somerset associates, known as “the Guardians”, who are custodians of the brand’s commitment to being inclusive and sustainable, and ready to extend help to guests.

There is a range of Signature Themed Suites that are curated with family and eco-friendly themes in mind, such as Jungle, Forest, Arcade and Tatami depending on the property.

The Eco Play Area caters to young guests with biophilic elements and play features powered by solar and kinetic energy, and the Eco Gym includes energy-saving or power-generating gym equipment and technology.

In addition, the Somerset Sustainability Passport Programme encourages guests to be part of the green travel movement by rewarding them with discounts and perks when they make sustainable choices.

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This announcement follows Ascott’s recently-announced Ascott CARES having been conferred Recognised Standard status by the Global Sustainable Tourism Council.

In 2023, Ascott, Oakwood, and The Crest Collection brands will also be rolling out new brand signatures and programmes.