The Ascott Ltd., the accommodation business unit wholly owned by CapitaLand Investment, is embarking on a brand refresh of The Unlimited Collection. This will help reinforce the brand’s global positioning as a collection of independent upscale hotels.
The Unlimited Collection focuses on the local flavor to offer immersive cultural experiences to its guests. Since its debut in Singapore in 2020, the brand has grown to 11 properties across Asia, Europe and the Middle East.
The brand’s refresh is part of Ascott’s Brand360 strategy, which seeks to strengthen the brand portfolio through enhanced brand stories and the introduction of signature experiences and programs. The refreshed brand will offer a range of festivals, art, music, craft, food and language rooted in local culture.
The Unlimited Collection launched its first hotel with the opening of three properties in Singapore — Ann Siang House by The Unlimited Collection, KēSa House by The Unlimited Collection and Wanderlust by The Unlimited Collection. While all three hotels are situated in restored buildings in cultural districts, each property has its own individual character and design. Tapping the rising popularity of experiential travel, Ascott grew The Unlimited Collection’s portfolio with eight new hotels in 2023. The Collection now includes more than 900 units under operation and in the pipeline across eight cities globally.
Brand Expansion
Following its launch in Singapore, the brand opened a location in Vietnam in December 2023 with the 100-room Anmira Resort & Spa Hoi An by The Unlimited Collection. This was also the brand’s first resort. In Asia, the brand will be expanding into Malaysia and Indonesia and aims to add over 200 units across three hotels by the end of 2025.
The brand will be foraying into Europe with two properties in the U.K., Mount Royal Hotel Edinburgh by The Unlimited Collection (slated to open later this year) and The Grand Hotel Leicester by The Unlimited Collection (opening by Q2 2025). The brand has signed two conversion agreements with S Hotels and Resorts PCL, the hospitality vertical of Singha Estate PCL. In addition, the 136-room Temple Bar Hotel Dublin, owned by CapitaLand Ascott Trust, will be rebranded under The Unlimited Collection by the year-end.
In the Middle East, the 90-room The Unlimited Collection Hotel Marrakech will mark the entry of Ascott in Marrakech when it opens in 2026.
Travelers are increasingly looking to invest in experiences rooted in the local culture and embrace the local way of life, said Tan Bee Leng, chief commercial officer, Ascott. “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. 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.”
The Unlimited Collection is an integral part of Ascott’s expansion plans as the brand allows Ascott to collaborate with independent owners who want to retain the unique characteristics of their properties, while utilizing Ascott’s knowledge in hospitality management, global distribution system and loyalty program.
“In recent years, we have witnessed increasing interest in Ascott’s collection brands as they offer owners flexibility, ease of conversion and quick time-to-market while preserving the distinctive nature of each property. As a result, we have made good headway with the heritage-focused The Crest Collection brand in the luxury hotel segment, amassing 13 properties in Europe and Asia with over 1,600 units to date,” said Serena Lim, Ascott’s chief growth officer.
