Ascott’s Unlimited Collection Undergoes Brand Refresh Amidst Surging Experiential Travel Demand – Travel And Tour World

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Ascott‘s Unlimited Collection undergoes a brand refresh, tripling its portfolio to meet the rising demand for immersive, experiential travel experiences.

Ascott Limited (Ascott), a wholly-owned subsidiary of CapitaLand Investment (CLI), has successfully expanded its portfolio under The Unlimited Collection, growing the number to 11 properties across Asia, Europe, and the Middle East this past year. In response to the increasing demand for deeper connections with the culture, people, cuisine, and environment of travel destinations, Ascott is unveiling a refreshed branding for The Unlimited Collection. This enhancement aims to highlight the collection’s emphasis on cultural allure, positioning it as a premier choice of unique, independent upscale hotels situated in lively neighborhoods known for their distinct designs and providing guests with genuine, enriching local experiences.

The Unlimited Collection was initially launched in 2020 with three distinctive properties in Singapore — Ann Siang House, KēSa House, and Wanderlust, all nestled within heritage buildings in vibrant cultural areas, each showcasing its unique style and personality. These locations have become notable for offering unique experiences in picturesque settings, with KēSa House and Wanderlust receiving accolades from Forbes as Singapore’s Best Boutique Hotel and Best Hotel for Couples, respectively. Leveraging the growing trend towards experiential travel, Ascott has incorporated eight additional properties into The Unlimited Collection over the last year, bringing the total to over 900 units, both operational and forthcoming, spread across eight cities worldwide.

Ms 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. The Unlimited Collection, that focuses on accentuating the unique cultural charms of each property, is our next global collection brand success with eight properties added in the past year. We see potential in further scaling The Unlimited Collection through offering customised support to owners who seek to capitalise on growing guest demand for authentic local experiences.”

Ms 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. With its refreshed brand focus on the charm of culture, we are confident The Unlimited Collection will foster a deeper connection between our guests and the destinations they visit, making every stay memorable and unique.”

Expanding Horizons of The Unlimited Collection

Asia
After its initial success in Singapore, The Unlimited Collection by Ascott made its debut in Vietnam with the December 2023 opening of Anmira Resort & Spa Hoi An. This 100-unit property, situated ideally between the historic Hoi An Old Town and the serene beaches of Cua Dai and An Bang, represents the first resort introduction under The Unlimited Collection banner.

The brand’s footprint is set to grow further in Malaysia and Indonesia with the addition of over 200 units across three properties by the end of 2025. These include Macalister Hotel Penang, Amatonn Hotel & Residence, and Costaluna Batam, all under The Unlimited Collection.

Europe
In its European venture, The Unlimited Collection will introduce its first properties in the United Kingdom with Mount Royal Hotel Edinburgh and The Grand Hotel Leicester, scheduled to open before the end of 2024 and in the second quarter of 2025 respectively. These properties, converted in partnership with S Hotels and Resorts PCL, part of Singha Estate PCL, mark significant milestones. Additionally, Temple Bar Hotel Dublin in Ireland is set to be rebranded under The Unlimited Collection by the end of 2024, adding another 136 rooms to the portfolio.

Middle East
Marking Ascott’s first foray into Morocco, The Unlimited Collection Hotel Marrakech, a 90-unit property, is slated to open in 2026, introducing the brand to the vibrant city of Marrakech.

Brand Refresh of The Unlimited Collection
This refresh is part of Ascott’s Brand360 strategy, aiming to enhance its brand identity by creating more distinct narratives and introducing unique experiences across its portfolio. With a growing demand for authentic travel experiences as noted in the 2023 Global Travel Trends Report by American Express, The Unlimited Collection is repositioned to capture the essence of local cultures through its curated selection of properties.

Emphasizing unscripted and memorable experiences, The Unlimited Collection is set to capture the eclectic charm of cultural hotspots. Each property, such as Ann Siang House in Singapore and the soon-to-be rebranded Temple Bar Hotel Dublin, will offer guests an immersive journey through local festivals, arts, and culinary delights, ensuring a connection with the spirit of the locale.

Ann Siang House, located near the cultural-rich Telok Ayer district in Chinatown, Singapore, allows guests to experience the vibrant urban life as well as the traditional heritage of the area. Similarly, the Temple Bar Hotel Dublin will soon celebrate Irish music culture more profoundly, nestled in a neighborhood renowned for its dynamic artistic scene and historic streets, offering guests both daytime cultural explorations and lively night-time entertainment.

Showcasing The Unlimited Collection’s Brand Identity

Unique Design Signature
The Unlimited Collection brings each location’s cultural ethos into its architecture and design, transforming traditional aesthetics into modern experiences. Properties like KēSa House, spanning 10 restored shophouses in Singapore’s Chinatown, integrate the area’s vibrant history with flexible, contemporary living. Nearby, in the bohemian district of Jalan Besar, Wanderlust occupies a 1920s Art Deco building, blending heritage charm with modern luxury. Further afield, Anmira Resort & Spa Hoi An in Vietnam weaves the ancient city’s architectural heritage into its elegant Indochina-inspired interiors.

Bridging Histories and Modern Comfort
In Edinburgh, Mount Royal Hotel by The Unlimited Collection is set to launch by the end of 2024, featuring a ‘Library Lobby’ that celebrates Scottish culture with curated collections of local literature and small-batch Scotch whisky. Meanwhile, The Grand Hotel Leicester allows guests to step into the grandeur of a Grade II listed Victorian edifice, rich with historical significance.

Retail Reinvented with The U Shop
Each property hosts The U Shop, offering exclusive merchandise designed in partnership with local artisans. This retail initiative allows guests to purchase unique souvenirs that encapsulate the cultural essence of their visit, ensuring memories that are both tangible and reflective of the locale.

Social Spaces for Spirited Interactions
The U Bar, present in all The Unlimited Collection hotels, is a creative hub for guests to mingle and indulge in a blend of traditional and innovative beverages. This venue is designed to spark conversations and connections among travelers from all walks of life.

Gen-U: Ambassadors of Local Culture
The staff at The Unlimited Collection, known as Gen-Us, embody the spirit of the locations they serve. These cultural ambassadors are key to delivering personalized, unconventional experiences, making each guest’s stay uniquely memorable. They are not only knowledgeable about the local area but also passionate about introducing guests to lesser-known aspects of the destination.

Global Brand Campaign
To encapsulate this ethos, a brand film titled ‘Be a Gen-U: A Generation for Unlimited Experiences’ will premiere across digital platforms, illustrating the adventurous spirit of a Gen-U member. This narrative will focus on their journey through diverse cultural landscapes, showcasing the enriched brand identity and experiential ethos of The Unlimited Collection. The launch of this film on August 12, 2024, will coincide with a worldwide marketing initiative aimed at inviting travelers to explore the unique stories each property has to offer.