The Ascott Limited (Ascott), the lodging business unit wholly owned by CapitaLand Investment (CLI), has more than tripled its portfolio under The Unlimited Collection to 11 properties across Asia, Europe and the Middle East over the past year.

As travellers seek meaningful engagement with a destination's culture, people, food and environment, Ascott said it is launching a brand refresh of The Unlimited Collection to accentuate its focus on cultural charms.

This will reinforce the global positioning of The Unlimited Collection as a curated selection of independent upscale hotels in vibrant neighbourhoods that feature exquisite designs and fulfil travellers' aspirations for authentic and immersive local cultural experiences.

The Unlimited Collection debuted in 2020 with three properties in Singapore – Ann Siang House by The Unlimited Collection, KeSa House by The Unlimited Collection and Wanderlust by The Unlimited Collection – all of which are located within conserved buildings in cultural districts but each with its own design and character.

With unique experiences delivered in the most charming of locations, KēSa House and Wanderlust by The Unlimited Collection were recently ranked as the Best Boutique Hotel and Best Hotel for Couples in Singapore respectively by Forbes.

Tapping the popularity of experiential travel, Ascott added eight new properties to The Unlimited Collection in the past year. The Unlimited Collection now comprises more than 900 units, both operating and in the pipeline, spanning eight cities globally.

Serena Lim, Chief Growth Officer, Ascott, said: "Our collection brands form a key pillar of Ascott's growth plans as they enable us to partner with independent owners who wish to preserve the unique identities of their properties while leveraging Ascott's expertise in hospitality management, supported by our global distribution system and loyalty network.

“In recent years, we have witnessed increasing interest in Ascott's collection brands as they offer owners flexibility, ease of conversion and quick time-to-market while preserving the distinctive nature of each property.

“As a result, we have made good headway with the heritage-focused The Crest Collection brand in the luxury hotel segment, amassing 13 properties in Europe and Asia with over 1,600 units to date.

Tan Bee Leng, Chief Commercial Officer, Ascott, said: "Travellers nowadays are willing to invest more in experiences that are true to local culture. For Ascott, it means building up a brand rooted in the power of discovery and the magic of authentic experiences.

“As more travellers aspire to embrace the local way of life, The Unlimited Collection rises to the occasion with curated experiential stays that appeal to this emerging breed of travellers who seeks an immersive sense of place.

“Designed to offer an authentic experience from each destination, every property in The Unlimited Collection is a local landmark featuring exquisite designs that leads guests to intriguing personal discoveries and engaging cultural appreciation.”

Additions to The Unlimited Collection

Asia

Following the launch of The Unlimited Collection in Singapore, the brand took root in Vietnam in December 2023 with the opening of the 100-unit Anmira Resort & Spa Hoi An by The Unlimited Collection, located between the vibrant Hoi An Old Town and the pristine shores of Cua Dai and An Bang Beach. The opening marked the first resort under The Unlimited Collection.

Poised for further expansion into Malaysia and Indonesia, the brand will also see the addition of more than 200 units across three properties by end 2025. These properties are Macalister Hotel Penang by The Unlimited Collection, Amatonn Hotel & Residence by The Unlimited Collection and Costaluna Batam by The Unlimited Collection.

Europe

Expanding into Europe, The Unlimited Collection will welcome its first two properties in the United Kingdom, namely Mount Royal Hotel Edinburgh by The Unlimited Collection before the end of 2024 and The Grand Hotel Leicester by The Unlimited Collection by 2Q 2025.

Middle East

Over in the Middle East, the 90-unit The Unlimited Collection Hotel Marrakech paves the way for Ascott's entry into the enthralling city of Marrakech in Morocco come 2026.

The Unlimited Collection Brand Refresh

The Unlimited Collection brand refresh is a continuation of Ascott's Brand360 strategy, a groupwide initiative to strengthen its brand portfolio through sharpened brand stories and the introduction of signature experiences and programmes unique to each brand.

According to the 2023 Global Travel Trends Report by American Express, 85% of respondents expressed an interest in discovering hidden gems and are keen to visit a place where they can truly experience the local culture. The refreshed brand's focus on cultural charms distinguishes The Unlimited Collection as a portfolio of storied hotels featuring exquisite designs in exciting locations.

Focused on delivering unscripted, unchartered, unconventional and unforgettable experiences, The Unlimited Collection accentuates the bohemian charm of cultural enclaves, bringing guests on an adventure in lively neighbourhoods filled with colourful sights, sounds, tastes and personalities.

Guests will be treated to a kaleidoscope of festivals, art, music, craft, food and language steeped in local culture that fascinates even the most discerning of wanderlusts.

Ann Siang House, Singapore

Embodying the brand essence, Ann Siang House by The Unlimited Collection in Singapore is a restored heritage building nestled on the outskirts of the historic Telok Ayer sub-district of Chinatown, where a multitude of world-class bars and trendy eateries sit at its doorstep.

Temple Bar Hotel Dublin

In another example, Temple Bar Hotel Dublin by The Unlimited Collection will enhance its reputation as a cultural icon celebrating the best of local Irish music after completing its rebranding exercise. Located along Fleet Street, a vibrant neighbourhood steeped in music, art, culture and history, the hotel is home to Buskers Bar, a lively contemporary bar and renowned landmark, and Buskers on the Ball, an award-winning sports bar.

The Unlimited Collection's Brand Signatures

With a strong design intent inspired by each neighbourhood's culture, The Unlimited Collection elevates the authentic to the extraordinary with its approach on Unique Design. Melding tradition with modernity, KēSa House by The Unlimited Collection for example is a standout flexible stay property located across 10 contiguous shophouses along Keong Saik Road in Singapore's Chinatown.

In the hipster enclave of Jalan Besar located close by, Wanderlust by The Unlimited Collection is housed in a heritage 1920s Art Deco style building, with interiors that merge old world charm with modern day comforts.

Over in Vietnam, Anmira Resort & Spa Hoi An by The Unlimited Collection melds Hoi An's historic tradition into alluring designs, with each room featuring a distinctive Indochina architectural style.

Slated to open by the end of 2024, Mount Royal Hotel Edinburgh by The Unlimited Collection reimagines the heritage of the hotel for wanderlusts and connoisseurs, featuring a 'Library Lobby' decked out in books and framed artefacts waxing lyrical about the best small batch scotch whisky and iconic works from generations of Scottish writers.

The Grand Hotel Leicester by The Unlimited Collection welcomes guests to experience the opulence of the Grade II listed Victorian building that has played host to several historic events.

Another brand signature is The U Shop, a retail concept unique to The Unlimited Collection properties, offering an array of property merchandise created in collaboration with local artists and craftsmen.

Associates of The Unlimited Collection, known affectionately as Gen-U, live the bohemian charm of the locale and help guests create their own distinctive experiences that are anything but ordinary.

Embodying the core of creativity and authenticity, Gen-Us are trendsetters who are always in the know of the latest happenings in town.

A brand film titled 'Be a Gen-U: A Generation for Unlimited Experiences', will roll out on various digital and social channels as part of the brand refresh of The Unlimited Collection. The film illustrates how a Gen-U embarks on an unscripted adventure, exploring charming destinations and immersing herself in cultural experiences to discover what propels her to travel. – TradeArabia News Service