S Hotels and Resorts PCL (SET: SHR), the hospitality arm of leading international development company Singha Estate PCL (SET: S) has partnered with The Ascott Limited (Ascott), the wholly owned lodging business unit of CapitaLand Investment (SGX: 9CI), to reposition SHR properties in Edinburgh and Leicester under The Unlimited Collection brand. As part of the strategic move, Mercure Edinburgh City Princes Street Hotel and The Grand Hotel Leicester will be rebranded under The Unlimited Collection, a brand that focuses on accentuating the unique cultural charms of each property. This collaboration will mark the Europe debut of The Unlimited Collection brand, which originates from Singapore.
According to a recent survey by Skyscanner, leisure travellers are increasingly drawn to cultural experiences. In fact, 54% of respondents consider culture an important factor when choosing a travel destination. The UK, renowned for its art, history and vibrant culture, naturally lends itself to experiential travel. Capitalising on this trend, SHR has identified two hotels from its 26-strong UK portfolio for conversion into The Unlimited Collection, joining a curated selection of independent hotels in vibrant neighbourhoods that feature exquisite designs and fulfil travellers’ aspirations for authenticity and immersive local cultural experiences. Designed to offer a unique experience from each destination, every property in The Unlimited Collection is a local landmark that leads guests to intriguing personal discoveries and engaging community experiences.
By the end of 2024, the 169-key Mercure Edinburgh City Princes Street Hotel located in the historic heart of Scotland’s capital city will be rebranded as Mount Royal Hotel Edinburgh by The Unlimited Collection, offering unrivalled views of Edinburgh Castle. Standing as one of the key cities in the UK, Edinburgh boasts some of the most beautiful cityscapes in the world, with its mediaeval Old Town and neoclassical New Town named a UNESCO World Heritage Site in 1995. In the years following the pandemic, the city’s international airport, catering to both domestic and international flights, has experienced robust demand for leisure travel.
Meanwhile, The Grand Hotel Leicester will be known as The Grand Hotel Leicester by The Unlimited Collection from 2Q 2025, welcoming guests to experience the opulence of the Grade II-listed Victorian building that has played host to several historic events. The hotel’s 104 rooms and suites, restaurant and extensive conference facilities will undergo refurbishment before reopening, ensuring memorable stays in this culturally rich Midland’s city. Leicester, renowned for its vibrant arts and culture scene, is home to numerous galleries, museums and theatres hosting a diverse array of events. Additionally, it holds historical significance as the burial site of King Richard III, whose tomb lies within Leicester Cathedral. Conveniently located just one hour away from London, Leicester offers a captivating blend of heritage and contemporary experiences.
“Partnering with a strong hospitality company like Ascott is a great strategic move for Singha Estate and S Hotels & Resorts. These iconic buildings play a pivotal role in our UK strategy, and I am confident that, under The Unlimited Collection umbrella, they will fully realise their potential as investment properties,” said Michael Marshall, Chief Executive Officer, S Hotels & Resorts. “The Unlimited Collection is known for unique designs that showcase the heart and soul of the destination, making it the perfect match for our hotels in Edinburgh and Leicester. The rebrandings are key to the success of our overall UK strategy, positioning us to achieve our financial goals for 2024 and beyond. Looking ahead, we anticipate expanding our partnership with Ascott to include hotels in two additional key UK cities, aiming to increase RevPAR by up to 30% by 2026 compared to 2023 levels.”
Kevin Goh, Chief Executive Officer for Ascott and Lodging, CapitaLand Investment, said, “Ascott is delighted to collaborate with leading Asia-based companies, Singha Estate and S Hotels & Resorts, to make our mark on the hospitality sector in Europe, a key market in Ascott’s global expansion. We are honoured that the owners have identified two of their iconic hotels to be part of The Unlimited Collection, a curated selection of storied hotels with distinct cultural charms that responds to growing guest demand for authentic local experiences. We will leverage Ascott’s established conversion capabilities to swiftly bring both hotels to market while preserving their original characters. We look forward to continuing our support for the owners with our diverse portfolio of brands, tailored solutions and in-market knowledge, exemplifying the strengths of Ascott’s flex-hybrid hotel-in-residence model.”
