Singapore – As travellers seek meaningful engagement with a destination’s culture, people, food and environment, global hospitality brand 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 brand refresh is a continuation of Ascott’s Brand360 strategy, a groupwide initiative to strengthen its brand portfolio through sharpened brand stories and the introduction of signature experiences and programmes unique to each brand. Moreover, the refreshed brand’s focus on cultural charms distinguishes The Unlimited Collection as a portfolio of storied hotels featuring exquisite designs in exciting locations.
Focused on delivering unscripted, unchartered, unconventional and unforgettable experiences, The Unlimited Collection accentuates the bohemian charm of cultural enclaves, bringing guests on an adventure in lively neighbourhoods filled with colourful sights, sounds, tastes and personalities. Guests will be treated to a kaleidoscope of festivals, art, music, craft, food and language steeped in local culture that fascinates even the most discerning of wanderlusts.
Embodying the brand essence, Ann Siang House by The Unlimited Collection in Singapore is a restored heritage building nestled on the outskirts of the historic Telok Ayer sub-district of Chinatown, where a multitude of world-class bars and trendy eateries sit at its doorstep.
In another example, Temple Bar Hotel Dublin by The Unlimited Collection will enhance its reputation as a cultural icon celebrating the best of local Irish music after completing its rebranding exercise. Located along Fleet Street, a vibrant neighbourhood steeped in music, art, culture and history, the hotel is home to Buskers Bar, a lively contemporary bar and renowned landmark, and Buskers on the Ball, an award-winning sports bar.
Another brand signature is The U Shop, a retail concept unique to The Unlimited Collection properties, offering an array of property merchandise created in collaboration with local artists and crafters. Showcasing one-of-a-kind local trinkets and charms, The U Shop ensures that guests can take home a cherished local memento that authentically embodies each destination’s cultural tapestry.
A brand film titled ‘Be a Gen-U: A Generation for Unlimited Experiences’, will roll out on various digital and social channels as part of the brand refresh of The Unlimited Collection. The film illustrates how a Gen-U embarks on an unscripted adventure, exploring charming destinations and immersing herself in cultural experiences to discover what propels her to travel.
It highlights The Unlimited Collection’s refreshed brand story and signatures through a kaleidoscope of festivals, art, music, craft, food and languages steeped in local culture. A global marketing campaign will kick off on 12 August.
Serena Lim, chief growth officer at 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.”
She added, “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.”
Meanwhile, Tan Bee Leng, chief commercial officer at Ascott, commented, “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.”
She added, “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.”
