The Ascott Limited (Ascott) kicked off a global marketing campaign on August 12, launching a brand refresh of The Unlimited Collection to accentuate its focus on cultural charms and reinforce the global positioning of the brand as a curated selection of independent upscale hotels in vibrant neighbourhoods that feature authentic and immersive local cultural experiences.
Tapping the popularity of experiential travel, Ascott has more than tripled its portfolio under The Unlimited Collection to 11 properties across Asia, Europe and the Middle East. The Unlimited Collection now comprises more than 900 units, both operating and in the pipeline, spanning eight cities globally.
The brand refresh is a continuation of Ascott’s Brand360 strategy, a group-wide initiative to strengthen its brand portfolio through sharpened brand stories and the introduction of signature experiences and programmes unique to each brand.
Focused on delivering unscripted, unchartered, unconventional and unforgettable experiences, The Unlimited Collection accentuates the charm of cultural enclaves, bringing guests on an adventure in lively neighbourhoods filled with colourful sights, sounds, tastes and personalities, where they will be treated to a kaleidoscope of festivals, art, music, craft, food and language steeped in local culture.
The Unlimited Collection’s brand signatures comprise Unique Design, The U Shop, and The U Bar, and Gen-U. Unique Design features a strong design intent inspired by each neighbourhood’s culture, elevating the authentic to the extraordinary with this approach. The U Shop is a retail concept unique to The Unlimited Collection properties, offering an array of property merchandise created in collaboration with local artists and crafters, while The U Bar at The Unlimited Collection properties invite guests to experience a fusion of classic and creativity, while sharing passions with fellow travellers.
Associates of The Unlimited Collection are known as Gen-Us, trendsetters who are always in the know of the latest happenings in town, are unconventional and always there to delight guests with thoughtfully unique surprises, and passionate about bringing remarkable and undiscovered cultural experiences to everyone.
A brand film titled Be a Gen-U: A Generation for Unlimited Experiences will roll out on various digital and social channels as part of the brand refresh of The Unlimited Collection, which follows a Gen-U’s journey all while highlighting The Unlimited Collection’s refreshed brand story and signatures.
The Unlimited Collection debuted in 2020 with three properties in Singapore – Ann Siang House by The Unlimited Collection, KēSa House by The Unlimited Collection and Wanderlust by The Unlimited Collection – all of which are located within conserved buildings in cultural districts but each with its own design and character.
Following the launch of The Unlimited Collection in Singapore, the brand took root in Vietnam in December 2023 with the opening of the 100-unit Anmira Resort & Spa Hoi An by The Unlimited Collection.
Poised for further expansion into Malaysia and Indonesia, The brand will also expand into Malaysia and Indonesia with the addition of more than 200 units across three properties by end-2025. These properties are Macalister Hotel Penang by The Unlimited Collection, Amatonn Hotel & Residence by The Unlimited Collection and Costaluna Batam by The Unlimited Collection.
In Europe, The Unlimited Collection will welcome its first two properties in the UK, namely Mount Royal Hotel Edinburgh by The Unlimited Collection before the end of 2024 and The Grand Hotel Leicester by The Unlimited Collection by 2Q2025. 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 end 2024.
Over in the Middle East, the 90-unit The Unlimited Collection Hotel Marrakech paves the way for Ascott’s entry into the city of Marrakech in Morocco come 2026.
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. 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.”
“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,” added Tan Bee Leng, chief commercial officer, Ascott.
“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.”
