Lodging business unit Ascott has announced The Unlimited Collection brand refresh, emphasising its commitment to offering travellers authentic local cultural experiences.
The refresh is a continuation of Ascott's groupwide initiative, Brand360, aimed to strengthen its brand portfolio.
This move will strengthen the position of The Unlimited Collection as a curated selection of independent upscale hotels.
The Unlimited Collection debuted in 2020 with three properties in Singapore, including the Ann Siang House by The Unlimited Collection, KēSa House by The Unlimited Collection and Wanderlust by The Unlimited Collection.
Recently, two properties from The Unlimited Collection, KēSa House and Wanderlust, received accolades from Forbes as the Best Boutique Hotel and Best Hotel for Couples in Singapore, respectively.
This recognition underscores the collection's appeal to travellers seeking experiential stays.
Ascott has capitalised on the rising trend of experiential travel by adding eight new properties to The Unlimited Collection.
Over the past year, the business has more than tripled its portfolio under The Unlimited Collection to 11 properties across Asia, Europe and the Middle East.
Ascott chief growth officer Serena Lim 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."
Ascott has also seen success with The Crest Collection brand in the luxury hotel segment, amassing 13 properties with over 1,600 units.
"The Unlimited Collection, which 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," Lim added.
