Ascott Unveils Fresh Brand Identity for The Unlimited Collection, Elevating Unique Stay Experiences

Singapore, 12 August 2024 – The Ascott Limited (Ascott), the lodging business unit wholly owned by CapitaLand Investment (CLI), has more than tripled its portfolio under The Unlimited Collection to 11 properties across Asia, Europe and the Middle East over the past year. As travellers seek meaningful engagement with a destination’s culture, people, food and environment, Ascott is launching a brand refresh of The Unlimited Collection to accentuate its focus on cultural charms. This will reinforce the global positioning of The Unlimited Collection as a curated selection of independent upscale hotels in vibrant neighbourhoods that feature exquisite designs and fulfil travellers’ aspirations for authentic and immersive local cultural experiences.

The Unlimited Collection debuted in 2020 with three properties in Singapore1 – 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. With unique experiences delivered in the most charming of locations, KēSa House and Wanderlust by The Unlimited Collection were recently ranked as the Best Boutique Hotel and Best Hotel for Couples in Singapore respectively by Forbes. Tapping the popularity of experiential travel, Ascott added eight new properties to The Unlimited Collection in the past year. The Unlimited Collection now comprises more than 900 units, both operating and in the pipeline, spanning eight cities globally.

Ms 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. 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.” 

Ms Tan Bee Leng, Chief Commercial Officer, Ascott, said: “Travellers nowadays are willing to invest more in experiences that are true to local culture. 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. 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.”