Reclaim the brand
Memorable, branded URLs per property. SEO programme to displace the impersonators.
Proposal
One platform.
Sixteen brands. 900+ properties.
A working concept site for Ascott Penang and Group Corporate Affairs.
This is a live demo of a unified web platform for The Ascott Limited. Every link is clickable. The pages below run on a single shared design system to show that the platform scales across all 16 brands.
01 — The Problem
The brand is being hijacked.
Search "Ascott Gurney Penang" today. The top result is a third-party aggregator impersonating the property and skimming bookings. Ascott's own page is buried at a long, unbranded URL.
What guests find
ascottgurney.my-penang.com
- · Third-party aggregator, not Ascott
- · Direct bookings lost to commission
- · Brand standards uncontrolled
- · No ASR enrolment, no loyalty capture
What Ascott owns
discoverasr.com/en/ascott-the-residence/malaysia/ascott-gurney-penang
- · Long, deep, unbranded URL
- · Outranked by impersonators
- · No memorable share surface
- · Buried inside a multi-brand monolith
02 — The Proposal
One platform. Sixteen brands. Memorable URLs.
Unify the portfolio
One CMS, one design system, one publishing pipeline across all 16 brands and 900+ properties.
Convert direct
Native booking engine. ASR earn-and-redeem at point of sale. Privilege Signatures merchandised in-flow.
Localise properly
EN / 中文 / BM / FR / 日本語 from day one. Content-architected, not bolted on.
Activate Artist Spaces
Turn the existing Ascott Artisans pillar into a structured digital programme. Penang as the launch case.
Measure honestly
One analytics layer across brands. The group sees its own funnel end to end.
03 — The Working Demo
Click through it.
Every link below is a live page on this concept site. All built on the same shared design system to prove the platform scales.
04 — Context
How this came about.
I exhibited as an artist at Ascott Penang under the property's open-wall programme run by Miss Elle. No commission, just space.
When I went to look up the property online, the top search result was an impersonator site, not Ascott. The official URL was buried several pages deep. The same problem applies across the group's portfolio, not just Penang.
This concept site is the response. It's a working demonstration of what a unified Ascott platform could look like, built end to end so it can be evaluated rather than described.
05 — Scope
What this is, and what it isn't.
It is
- · A live, click-through demo of the platform
- · A working design system across all routes
- · A forwardable artefact for Group Corporate Affairs
- · A starting point for a scoping conversation
It is not
- · Connected to Ascott's PMS or booking systems
- · Taking real reservations or payments
- · An official Ascott property
- · A finished product. Production scope to be discussed.
For Ascott Penang and Group Corporate Affairs
Happy to walk you through it.
Forward this on, or reply whenever it's useful. No pressure, no pitch deck — just the live site and a conversation.
Start a conversation