Register to get 3 free articles
Register to unlock the article and receive our free newsletter. Join 26,000 other hotel leaders and stay in the know.
Want unlimited access? View Plans
Already have an account? Sign in
The Ascott Limited has more than tripled its portfolio under The Unlimited Collection to 11 properties across the EMEA region over the past year, three of which are in the UK in Leicester, Edinburgh and Dublin.
It comes as part of Ascott’s brand refresh of the collection to “accentuate its focus on cultural charm”.
The Unlimited Collection debuted in 2020 with three properties in Singapore – Ann Siang House, KēSa House and Wanderlust – all of which are located within conserved buildings in cultural districts, but each with its own design and character.
Expanding into Europe, The Unlimited Collection will welcome its first two properties in the UK: Mount Royal Hotel Edinburgh before the end of 2024 and The Grand Hotel Leicester by the second quarter of 2025.
The two conversion properties are signed in partnership with S Hotels and Resorts PCL, the hospitality arm of international development company Singha Estate PCL.
In addition, Temple Bar Hotel Dublin, a 136-room hotel in Ireland, owned by CapitaLand Ascott Trust, will be rebranded under The Unlimited Collection by the end of 2024. These three properties in Europe comprise more than 400 units.
Serena Lim, chief growth officer at 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.
“The Unlimited Collection, which 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.”
Tan Bee Leng, chief commercial officer at Ascott, added: “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.
“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. 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.”
