Gan Hup Tan

Vice President, Marketing, Loyalty & Partnerships (Commercial Services) The Ascott Ltd

Tan Gan Hup is Vice President, Marketing, Loyalty and Partnerships, at The Ascott Limited (Ascott). In his role, he drives Ascott’s commercial efforts, with a focus on performance marketing, loyalty and partnerships. A major aspect of his role is to develop and grow Ascott’s loyalty programme, Ascott Star Rewards (ASR), to strengthen reach and engagement of the programme.

Since he launched the loyalty programme six years ago, ASR membership has grown from strength to strength. In 2024, ASR membership grew by over 40% to surpass five million. Today, ASR members account for over 90% of Ascott’s app and website bookings.

With over two decades of leadership experience, Gan Hup also works with his team to deliver on marketing Return-on-Investment (ROI) while leveraging new marketing channels for expanded reach across added guest segments.

In 2024, Gan Hup played a pivotal role in securing Ascott’s multi-year deal with Chelsea Football Club – a partnership that brought together the power of football and travel to create highly-sought after experiences for travellers around the world. These efforts, together with Ascott’s holistic marketing campaign, resulted in a remarkable 30% increase in room revenue for Ascott in 2024.

Prior to joining Ascott in 2017, Gan Hup previously led strategic partnerships and corporate planning for two leading higher-education institutions in Singapore and was also a former educator with the Ministry of Education in Singapore.

Gan Hup holds a Master of Business Administration (MBA) from INSEAD and graduated with a Bachelor of Science degree in Chemistry (First Class Honours) at the University of Southampton.