Gan Hup Tan

Vice President, Marketing, Loyalty & Partnerships (Commercial Services)

The Ascott

A healthy loyalty programme is not passive and complacent but active and critical. As Ascott’s lead for Global Performance Marketing, Loyalty, and Partnerships, growing Ascott Star Rewards’ presence and member base, meeting a ‘stay rewarded’ brand promise while actively thinking about how to return value, keeps Gan Hup up at night. As part of his portfolio, Gan Hup also drives his team to balance marketing ROI while trying out new channels and hunting down new market segments.

With over two decades in a leadership role, he played a pivotal role in securing a multi-year deal between Ascott and Chelsea Football Club – a partnership that brought together the power of football and travel to create money-can’t-buy experiences. Together with campaigns, these efforts drove a remarkable 40% growth in membership and a 30% increase in room revenue in 2024.

He still wonders why his dog, Rowan, has more Instagram followers than he does.