Hotel News

The Unlimited Collection Ascott rebranding expansion news: The Ascott Limited (Ascott) lodging business has more than tripled its portfolio under The Unlimited Collection to 11 properties across Asia, Europe and the Middle East over the past year. Ascott has also launched a brand refresh to accentuate its focus on cultural charms. As travellers seek meaningful engagement with a destination’s culture, people, food and environment, this will reinforce the global positioning of The Unlimited Collection. Its focus is 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 debuted in 2020 with three properties in Singapore – Ann Siang House by The Unlimited Collection, KēSa House by The Unlimited Collection and Wanderlust by The Unlimited Collection – all of which are located within conserved buildings in cultural districts but each with its own design and character. With unique experiences delivered in the most charming of locations, KēSa House and Wanderlust by The Unlimited Collection were recently ranked as the Best Boutique Hotel and Best Hotel for Couples in Singapore respectively by Forbes. Tapping the popularity of experiential travel, Ascott added eight new properties to The Unlimited Collection in the past year. The Unlimited Collection now comprises more than 900 units, both operating and in the pipeline, spanning eight cities globally.

The Unlimited Collection Ascott expansion
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, located between the vibrant Hoi An Old Town and the pristine shores of Cua Dai and An Bang Beach. The opening marked the first resort under The Unlimited Collection.

Poised for further expansion into Malaysia and Indonesia, the brand will also see the addition of more than 200 units across three properties by end 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.

Middle East
Over in the Middle East, the 90-unit The Unlimited Collection Hotel Marrakech paves the way for Ascott’s entry into the enthralling city of Marrakech in Morocco come 2026.

The Unlimited Collection Brand Refresh

The brand refresh is a continuation of Ascott’s Brand360 strategy, a group-wide initiative to strengthen its brand portfolio through sharpened brand stories and the introduction of signature experiences and programmes unique to each brand. 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. Whether it is the bustle of the city or the stories of the old streets in the culturally rich precinct, guests of Ann Siang House can indulge in a genuine experience that encompasses the exquisite cultural essence of Singapore.

Presenting The Unlimited Collection’s Brand Signatures

With a strong design intent inspired by each neighbourhood’s culture, The Unlimited Collection elevates the authentic to the extraordinary with its approach on Unique Design. Melding tradition with modernity, KēSa House by The Unlimited Collection for example is a standout flexible stay property located across 10 contiguous shophouses along Keong Saik Road in Singapore’s Chinatown. In the hipster enclave of Jalan Besar located close by, Wanderlust by The Unlimited Collection is housed in a heritage 1920s Art Deco style building, with interiors that merge old world charm with modern day comforts. Over in Vietnam, Anmira Resort & Spa Hoi An by The Unlimited Collection melds Hoi An’s historic tradition into alluring designs, with each room featuring a distinctive Indochina architectural style.

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.

The brand 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. A melting pot of intriguing spirits and stories, The U Bar at The Unlimited Collection properties invite guests to experience a fusion of classic and creativity, while sharing passions with fellow wanderlusts.

Associates of The Unlimited Collection, known affectionately as Gen-U, live the bohemian charm of the locale and help guests create their own distinctive experiences that are anything but ordinary. Embodying the core of creativity and authenticity, Gen-Us are trendsetters who are always in the know of the latest happenings in town. They are unconventional and always there to delight guests with thoughtfully unique surprises, and are culturists who are passionate about bringing remarkable and undiscovered experiences to everyone.

Anmira Resort & Spa Hoi An by The Unlimited Collection
Located in close proximity to the historic town of Hoi An, Anmira Resort & Spa Hoi An by The Unlimited Collection is well placed to provide guests with easy access to town sights as well as the pristine shores of Cua Dai Beach and An Bang Beach. Combining resort amenities with the exquisite imprint of local culture, the property sets the stage for a storied stay, where guests may partake in a vibrant tapestry of festivals, art, crafts, cuisine, and music that define this enchanting locale – delivering on the essence of tradition and modernity.

With 100 uniquely designed rooms, each featuring a distinct Indochina architectural style, the property also offers dining options across its restaurant and bar, alongside recreational facilities such as a spa, fitness centre and swimming pool. A conference venue also allows for business meetings. The resort’s U Shop offers unique Vietnamese gifts and products, featuring traditional manual printing techniques from t-shirts to linen clothes and accessories. At the U Bar, both locals and travellers alike can come together to connect while enjoying innovative cocktails crafted using local ingredients.

Macalister Hotel Penang by The Unlimited Collection
Ideal as a base to explore the charming Georgetown UNESCO Historic Site, Macalister Hotel Penang by The Unlimited Collection is housed in a row of beautifully restored shophouses and comprises 26 units, with facilities and amenities for a comfortable stay in Penang.

Ms Tan Bee Leng, CCO, 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. 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.”