The Ascott Limited (Ascott), a prominent name in the global hospitality industry and a wholly owned subsidiary of CapitaLand Investment Limited (CLI), is elevating its brand presence with a dynamic refresh of The Unlimited Collection. In a strategic move to meet the increasing demand for culturally immersive travel experiences, The Unlimited Collection has expanded its portfolio from three properties in Singapore to an impressive 11 properties spanning Asia, Europe, and the Middle East.
As the world witnesses a growing trend towards experiential travel, Ascott’s strategic brand refresh is designed to highlight the unique cultural charms of each location. This move is set to strengthen The Unlimited Collection’s position as a globally curated selection of independent upscale hotels that offer authentic and immersive experiences deeply rooted in local culture.
The brand originally made its debut in Singapore in 2020, with three distinct properties—Ann Siang House, KēSa House, and Wanderlust—each situated within conserved heritage buildings in vibrant cultural districts. These hotels, known for their individual character and design, have quickly garnered recognition, with KēSa House and Wanderlust being ranked by Forbes as the Best Boutique Hotel and Best Hotel for Couples in Singapore, respectively.
Over the past year, The Unlimited Collection has capitalized on the booming popularity of experiential travel, adding eight new properties to its portfolio. This includes the brand’s first resort, Anmira Resort & Spa Hoi An, located in the historic city of Hoi An, Vietnam. Additionally, the collection is poised for further expansion into Malaysia, Indonesia, the United Kingdom, Ireland, and Morocco, with more than 900 units now either operating or in the pipeline.
Focus on Cultural Immersion and Authenticity
Ms. Serena Lim, Chief Growth Officer at Ascott, emphasized the significance of collection brands in Ascott’s growth strategy, stating, “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.”
Ms. Lim further highlighted the flexibility, ease of conversion, and quick time-to-market offered by The Unlimited Collection, which has made it an attractive option for independent property owners looking to tap into the rising demand for authentic cultural experiences.
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Ms. Tan Bee Leng, Chief Commercial Officer at Ascott, echoed these sentiments, noting that, “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.”
Global Expansion: New Additions in Asia, Europe, and the Middle East
The expansion of The Unlimited Collection is a testament to Ascott’s commitment to delivering unforgettable cultural experiences. The brand’s first resort, Anmira Resort & Spa Hoi An, opened in December 2023 in Vietnam, marking a significant milestone in the brand’s growth. Looking ahead, The Unlimited Collection is set to add more properties in Malaysia, Indonesia, and Europe, including the Mount Royal Hotel Edinburgh and The Grand Hotel Leicester in the United Kingdom, as well as the Temple Bar Hotel Dublin in Ireland.
In the Middle East, The Unlimited Collection will make its debut in Morocco with The Unlimited Collection Hotel Marrakech, set to open in 2026. This expansion highlights Ascott’s strategic focus on entering culturally rich destinations that align with the brand’s ethos.
A New Era for The Unlimited Collection
The refreshed brand identity of The Unlimited Collection is part of Ascott’s Brand360 strategy, which aims to enhance the brand portfolio by introducing signature experiences and programs unique to each brand. According to the 2023 Global Travel Trends Report by American Express, 85% of respondents expressed interest in discovering hidden gems and experiencing local culture. The Unlimited Collection’s focus on cultural charm positions it as a distinguished portfolio of storied hotels that offer unscripted, unchartered, and unforgettable experiences.
One of the key brand signatures is “The U Shop,” a retail concept unique to The Unlimited Collection, offering property-specific merchandise created in collaboration with local artists and crafters. This initiative allows guests to bring home mementos that authentically embody the cultural essence of each destination.
Furthermore, the brand film titled “Be a Gen-U: A Generation for Unlimited Experiences” will roll out globally as part of the brand refresh, highlighting The Unlimited Collection’s commitment to delivering culturally rich, immersive experiences.
