The Ascott Limited has launched a brand refresh of The Unlimited Collection as part of its brand 360 strategy to strengthen its portfolio. Ascott wants to accentuate its focus on cultural charms and reinforce the global positioning of The Unlimited Collection as a curated selection of independent upscale hotels.
Serena Lim, Chief Growth Officer at Ascott, said their collection brands form a key pillar of Ascott’s growth plans. “It enables 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.”
Lim highlighted that they 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. “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,” she said. “The Unlimited Collection 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 customized support to owners who seek to capitalize on growing guest demand for authentic local experiences.”
Tan Bee Leng, Chief Commercial Officer at Ascott, said travelers 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,” she explained. “As more travelers 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 travelers who seek an immersive sense of place.”
Ascott’s Brand Refresh for The Unlimited Collection
Leng said 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 brand refresh, which is focused on cultural charms, makes The Unlimited Collection stand out as a portfolio of storied hotels featuring exquisite designs in existing locations. The Unlimited Collection delivers unscripted, unchartered, unconventional and unforgettable experiences. It underscores the bohemian charm of cultural enclaves, takes guests on an adventure in lively neighborhoods. Guests are treated to festivals, art, music, craft, food and various cultures.
The Unlimited Collection is a realm for adventure-seekers looking to freely embrace their true self. Fusing rich character, extraordinary designs and new perspectives of experiencing each destination, guests can dot their travel journeys with unique stories.
