Ascott Limited (Ascott), a wholly-owned lodging business unit of CapitaLand Investment (CLI), has unveiled a significant evolution of its prestigious brand, The Unlimited Collection. The Unlimited Collection has now more than tripled its portfolio in response to the growing global demand for authentic, culturally immersive travel experiences. This brand refresh is set to redefine the landscape of luxury hospitality by emphasizing the charm of local culture in every property under its expanding umbrella.
Unveiling a New Era of Experiential Travel
In a world where travellers increasingly seek meaningful connections with their destinations, Ascott’s strategic expansion of The Unlimited Collection is timely and visionary. The brand started in Singapore with three unique properties and now proudly encompasses 11 distinctive hotels across Asia, Europe, and the Middle East. Each property in The Unlimited Collection is carefully curated to offer an immersive experience that captures the essence of its locale, blending luxurious comfort with a deep sense of place.
“The expansion of The Unlimited Collection marks a pivotal moment in our growth strategy,” said Ms. Serena Lim, Chief Growth Officer of Ascott. “Our collection brands allow us to collaborate with independent property owners who wish to preserve the unique identities of their hotels while benefiting from Ascott’s global expertise in hospitality management. This partnership enables us to meet the rising demand for cultural authenticity in travel, which is increasingly valued by today’s discerning travelers.”
Temple Bar Hotel Dublin by The Unlimited Collection_Lobby
A Strategic Growth Across Continents
The Unlimited Collection’s initial debut in Singapore with three culturally rich properties—Ann Siang House, KēSa House, and Wanderlust—has set the stage for its rapid expansion. These hotels, each housed within conserved heritage buildings, have successfully captured the hearts of travellers by offering a unique blend of historic charm and modern luxury. The success of these properties has been a testament to the brand’s ability to deliver on its promise of providing authentic local experiences.
Over the past year, Ascott has strategically expanded The Unlimited Collection by adding eight new properties, bringing the total to over 900 operational units or in the pipeline across eight cities worldwide. This growth is not just in numbers but in various guest experiences.
Asia: The Heart of Cultural Immersion
Ann Siang House by The Unlimited Collection
In Asia, where the brand first took root, The Unlimited Collection has extended its presence beyond Singapore into Vietnam. December 2023 saw the opening of Anmira Resort & Spa Hoi An, the first resort property under The Unlimited Collection. Located between the historic Hoi An Old Town and the pristine beaches of Cua Dai and An Bang, Anmira Resort & Spa exemplifies the brand’s commitment to blending luxury with local cultural heritage.
The brand is poised for further expansion in Asia, with plans to add over 200 units across three new properties in Malaysia and Indonesia by the end of 2025. The upcoming Macalister Hotel Penang, Amatonn Hotel & Residence, and Costaluna Batam will each offer unique experiences deeply rooted in their local contexts, ensuring that The Unlimited Collection remains at the forefront of experiential travel in the region.
Europe: Expanding into Historic Locales
The Unlimited Collection is also making its mark in Europe by introducing two landmark properties in the United Kingdom. The Mount Royal Hotel Edinburgh and The Grand Hotel Leicester are set to open by the end of 2024 and mid-2025, respectively. These properties, located in historically rich cities, will offer guests a luxurious gateway to explore the deep cultural heritage of Scotland and England.
In addition to the UK properties, the brand will rebrand the Temple Bar Hotel in Dublin by the end of 2024. This 136-room hotel, owned by CapitaLand Ascott Trust, will enhance its reputation as a cultural icon by celebrating the vibrant local Irish music scene, further solidifying The Unlimited Collection’s presence in Europe.
Mount Royal Hotel Edinburgh by The Unlimited Collection is slated for launch by the end of 2024.
Middle East: A New Cultural Frontier
The Middle East presents a new frontier for The Unlimited Collection with its rich history and diverse cultures. The brand’s first foray into this region will be in Marrakech, Morocco, with the opening of The Unlimited Collection Hotel Marrakech in 2026. This 90-unit property will offer guests an unparalleled experience in one of the most enchanting cities in the world, blending traditional Moroccan architecture with modern luxury to create a unique cultural retreat.
The Unlimited Collection Brand Refresh
This ambitious expansion is part of a broader brand refresh under Ascott’s Brand360 strategy, a group-wide initiative to strengthen its brand portfolio. The Unlimited Collection’s refreshed focus on cultural charms is designed to resonate with the modern traveller’s desire for unscripted, uncharted, and unforgettable experiences. According to the 2023 Global Travel Trends Report by American Express, 85% of respondents expressed a keen interest in discovering hidden gems and immersing themselves in local culture—an interest that The Unlimited Collection is perfectly positioned to fulfil.
“We are witnessing a significant shift in travel preferences, where more travellers are investing in experiences that offer a genuine connection to the local culture,” said Ms Tan Bee Leng, Chief Commercial Officer of Ascott. “The Unlimited Collection is uniquely positioned to cater to this demand by offering curated stays that allow guests to experience the destinations they visit truly. Each property in our collection is a local landmark, featuring exquisite designs that inspire personal discoveries and foster a deeper cultural appreciation.”
Signature Experiences: Elevating the Extraordinary
KeSa House by The Unlimited Collection.
The Unlimited Collection’s brand refresh goes beyond aesthetics; it reimagines what luxury travel can be in the modern age. Each property in the collection is designed to reflect the unique culture of its neighbourhood, offering guests not just a place to stay but a story to tell.
For example, KēSa House in Singapore is housed across 10 contiguous shophouses on Keong Saik Road, each blending traditional elements with modern comforts. Wanderlust, also in Singapore, occupies a heritage 1920s Art Deco building, where guests can enjoy a fusion of old-world charm and contemporary design. In Vietnam, Anmira Resort & Spa Hoi An offers a distinctive Indochina architectural style that transports guests back in time while providing all the present luxuries.
In Edinburgh, the upcoming Mount Royal Hotel will feature a ‘Library Lobby,’ filled with books and artifacts that tell the stories of Scotland’s rich literary and cultural history. Meanwhile, The Grand Hotel Leicester will offer guests a glimpse into Victorian opulence, housed within a Grade II listed building that has witnessed numerous historic events.
Introducing The U Shop and The U Bar
As part of the brand refresh, The Unlimited Collection will introduce The U Shop, a unique retail concept that offers guests a chance to take home a piece of their experience. Collaborating with local artists and crafters, The U Shop will feature property-specific merchandise that embodies the cultural essence of each destination. From handcrafted trinkets to locally inspired artwork, these items will serve as cherished mementos of guests’ journeys.
Complementing this retail experience is The U Bar, an innovative social space where guests can unwind and connect with fellow travellers. Each U Bar is designed to reflect the spirit of its location, offering a fusion of classic cocktails and creative concoctions that highlight local flavours. Whether it’s a quiet evening with a glass of small-batch Scotch whisky in Edinburgh or a lively night out in Dublin, The U Bar promises an experience as unique as its surroundings.
The People Behind The Unlimited Collection: Gen-U
The success of The Unlimited Collection lies not only in its locations and designs but also in the people who bring these experiences to life. Known affectionately as Gen-U, the associates of The Unlimited Collection are more than just staff; they are cultural ambassadors who live and breathe the local charm. Gen-U members are trendsetters, culturists, and creators passionate about sharing their cities’ hidden gems with guests.
A brand film titled “Be a Gen-U: A Generation for Unlimited Experiences” will soon be released across digital and social channels. It will showcase the unique stories and experiences that define The Unlimited Collection. This film will serve as the centrepiece of a global marketing campaign launching on August 12, 2024, to introduce the refreshed brand to a broader audience.
Looking Ahead: The Future of The Unlimited Collection
As The Unlimited Collection continues to grow and evolve, it remains steadfast in its mission to offer travellers a deeper connection to the world around them. With each new property, the brand expands its global footprint and enriches its narrative, creating a tapestry of stories that resonate with the wanderlust in all of us.
For more information on The Unlimited Collection and its full portfolio, visit discoverasr.com.
Written by: Soo James
