Ascott’s Somerset Takes Eco-Friendly Approach To Refreshing Its Brand
The Ascott Limited has refreshed its second largest hotel brand, Somerset, to reflect its values of inclusiveness and sustainability following the recent publication of the group’s sustainability framework.
As one of the first hotel groups to achieve World Sustainable Tourism Council Recognized Standard status, Ascott is responding to the demand for sustainable travel options.
Ascott’s managing director for brand and marketing, Tan Bee Leng, said consumers are increasingly aware of their environmental impact.
“We are seeing a return to the trend of family vacations and multi-generational travel, as customers seek to travel as a way to reconnect after the pandemic,” she said.
“Against this backdrop, the Somerset brand has been refreshed to meet travelers’ growing expectations for sustainability, while ensuring they can immerse themselves in a truly inclusive and seamless experience.”
The brand refresh sees the introduction of Somerset’s signature scent, a light citrus scent with woodsy undertones, a nature-inspired lobby wall feature and eco-friendly touches including wooden key cards and stationery and durable amenities in the room.
There is also a wide range of signature suites at the properties, including jungle-themed suites at Somerset Rama 9 Bangkok, forest, tatami and arcade themed suites at Somerset Baitang Suzhou and Somerset Wusheng Wuhan in China, as well as pets. – friendly themed suites.
The Eco Play Area invites children to interact with biophilic elements and play features powered by solar and kinetic energy, while the Eco Gym includes energy-saving or energy-generating equipment and technology.
The Somerset Sustainability Passport program also encourages customers to be part of the green travel movement by rewarding them with discounts and benefits when they make sustainable choices such as reusing sheets and towels and sorting plastic waste.
Brands Ascott, Oakwood and The Crest Collection will also launch new brand signatures and programs next year.