Ascott launches a brand refresh of The Unlimited Collection to reinforce the latter’s global position as a curated selection of independent upscale hotels offering immersive cultural experiences.

Indeed, in the past year alone, The Unlimited Collection tripled its portfolio to 11 properties within Asia, Europe, and the Middle East.

Ascott chief commercial officer Tan Bee Leng said 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, 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 Unlimited Collection also plans to add over 200 units across three properties by the end 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 expertise

Ascott chief growth officer Serena Lim 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.”

Lim explained that The Unlimited Collection is Ascott’s next global collection brand success, thanks to the addition of eight properties in the past year.

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.”