Worldwide: The Ascott Limited, owned by CapitaLand Investment (CLI), has tripled its portfolio under The Unlimited Collection to 11 properties across Asia, Europe and the Middle East over the past year.
The Unlimited Collection debuted in 2020 with three properties in Singapore: Ann Siang House, KēSa House, and Wanderlust.
Over the past year, Ascott has added a further eight properties to the collection. It now comprises more than 900 units, both operating and in the pipeline, across eight global cities.
Serena Lim, chief growth officer for 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… 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,” she said.
Ascott has launched a brand refresh of The Unlimited Collection as part of the group’s Brand360 strategy – an initiative which will see the introduction of signature experiences and programmes across its brand portfolio.
A brand signature for The Unlimited Collection is The U Shop, a retail concept offering property merchandise created in collaboration with local artists.
A film titled Be a Gen-U: A Generation for Unlimited Experiences will also roll out on social channels as part of the refresh, highlighting the brand’s focus on “cultural charms” and local experiences including festivals, art, music, craft, and food.
Tan Bee Leng, chief commercial officer for 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.”
