Capitaland’s accommodation business The Ascott Limited has revealed a refresh of its Unlimited Collection brand. The move provides the foundation for further development of the brand, as it builds from its initial development over the previous four years.
The Unlimited Collection launched in 2020, with three properties in Singapore setting the tone. All three are heritage assets, while each has a distinctive character, and it is this curation of experiential stays that has been behind the development, and now the refining of the brand offering. Along the way, these first properties have also been awarded in recognition of their excellence, including Best Boutique Hotel, and Best Hotel for Couples in Singapore, from Forbes.
Key brand attributes
The Unlimited Collection has since then grown to encompass more than 900 units, in locations covering eight global cities. Brand signatures include the U Shop, retailing local merchandise sourced from artists and crafters in the neighbourhood. Strong historical design cues are also celebrated, with collection properties often in heritage, listed or conserved buildings. The U Bar presents an opportunity for travellers to connect and share their tales; while every guest is enrolled in the informal network of Gen-U, recognising their attitude, and desire for the unconventional and memorable.
“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,” said Serena Lim, chief growth officer at Ascott.
“Ascott’s collection brands offer owners flexibility, ease of conversion and quick time-to-market while preserving the distinctive nature of each property. 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.”
The brand will shortly be expanding into Malaysia and Indonesia, with three sites due to add more than 200 units by the end of 2025. These include Macalister Hotel Penang , Amatonn Hotel & Residence and Costaluna Batam.
Partnering for growth in Europe
In Europe, upcoming openings include two properties converted in partnership with S Hotels & Resorts, part of Singha Estate. The Mount Royal Hotel Edinburgh will switch before the end of 2024, to be followed during 2025 by the Grand Hotel Leicester, expected to be fully converted by the midyear. A further conversion is planned in Ireland, where the 136 room Temple Bar Hotel Dublin will become an Unlimited Collection brand property by the end of 2024.
Plans are also in place to grow the brand in the Middle East and North Africa. An Unlimited Collection Hotel will open in Marrakech in 2026, a 90 room property with a great location, close to the Moroccan city’s cultural attractions.
