Jasmine Sim

Vice President, Brand & Marketing, Digital Experience

The Ascott Limited

Jasmine is an accomplished digital and communications strategist with 20 years of experience driving brand awareness, lead generation and business growth across B2B and B2C sectors. As Vice President, Brand & Marketing, Digital Experience at The Ascott, she leads the charge in driving direct bookings through the hospitality giant’s key global online direct platform DiscoverASR.com; having earlier overseen successful integrations of several hotel and serviced residence portfolios onto the platform following the company’s major acquisitions. Today, DiscoverASR.com provides guests with one-stop access to Ascott’s award-winning lodging brands across some 200 cities in 40 countries. Jasmine is also instrumental in the pioneering development of Ascott’s Cubby, one of the hospitality industry’s first Generative AI chatbots. This innovative ‘travel buddy’ enhances the guest experience by complementing Ascott’s live chat agents and assisting guests with travel planning and booking.