Ascott launches brand refresh for The Unlimited Collection
Ascott launches a brand refresh of The Unlimited Collection to strengthen the latter’s international place as a curated collection of unbiased upscale accommodations providing immersive cultural experiences.
Indeed, up to now yr alone, The Unlimited Collection tripled its portfolio to 11 properties inside Asia, Europe, and the Middle East.
Ascott chief business officer Tan Bee Leng mentioned of the refresh: “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.”
Securing its foothold in Asia
Following the launch of The Unlimited Collection in Singapore, the brand took root in Vietnam in December 2023 with the opening of the 100-unit Anmira Resort & Spa Hoi An by The Unlimited Collection, situated between the colourful Hoi An Old Town and the pristine shores of Cua Dai and An Bang Beach. The opening marked the primary resort below The Unlimited Collection.
Poised for additional enlargement into Malaysia and Indonesia, The Unlimited Collection additionally plans so as to add over 200 models throughout three properties by the tip of 2025.
These properties are Macalister Hotel Penang by The Unlimited Collection, Amatonn Hotel & Residence by The Unlimited Collection and Costaluna Batam by The Unlimited Collection.
Leveraging experience
Ascott chief progress officer Serena Lim mentioned: “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.”
Lim defined that The Unlimited Collection is Ascott’s subsequent international assortment brand success, because of the addition of eight properties up to now yr.
She added: “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.”