The Ascott Limited is undertaking a brand refresh of The Unlimited Collection to highlight its focus on cultural charms, tapping into increasing demand for experiential travel to drive further portfolio growth.
Launched in 2020, The Unlimited Collection – a curated selection of independent upscale hotels in vibrant neighbourhoods – has more than tripled to 11 properties over the past year with eight new locations across Asia, Europe and the Middle East.
With a focus on design inspired by the neighbourhood culture, and fostering authentic local experiences, each property in The Unlimited Collection is intended to serve as a local landmark.
“Travellers nowadays are willing to invest more in experiences that are true to local culture,” said Ascott Chief Commercial Officer, Tan Bee Leng.
“For Ascott, it means building up a brand rooted in the power of discovery and the magic of authentic 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.
“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 now comprises more than 900 units, both operating and in the pipeline, spanning eight cities globally.
The brand launched with three properties in Singapore – Ann Siang House by The Unlimited Collection, KēSa House by The Unlimited Collection and Wanderlust by The Unlimited Collection – located within conserved buildings in cultural districts, each with its own design and character.
The 100-unit Anmira Resort and Spa Hoi An by The Unlimited Collection launched in Vietnam in December 2023, and the brand is set to expand into Malaysia and Indonesia by the end of 2025.
With more properties on the way in Ireland, the United Kingdom and Morocco, Ascott Chief Growth Officer, Serena Lim, says the brand is primed for further growth.
“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,” said Lim.
“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.
“The Unlimited Collection, that 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.”
The latest brand refresh – a continuation of Ascott’s Brand360 strategy – features a number of key brand signature including a retail concept, The U Shop, offering property merchandise created in collaboration with local artists and crafters, that guests can purchase as a memento of their trip.
Associates of The Unlimited Collection, known as Gen-U, embody the brand’s core of creativity and authenticity, are passionate about culture and bringing undiscovered experiences to guests.
As part of the global marketing campaign, a brand film titled ‘Be a Gen-U: A Generation for Unlimited Experiences’, will roll out on various digital and social channels.