Ascott Limited, Singaporean real estate and lodging company, subsidiary of CLI, CapitaLand Investment has tripled its portfolio under The Unlimited Collection to 11 properties in Asia, Europe and the Middle East in the last year.
The Unlimited Collection debuted in 2020 with three 'properties' in Singapore such as Ann Siang House, Wanderlust and KēSa House.
Ascott Limited has added eight more properties to the collection in the last year, and now includes approximately 900 units both operational and under development in eight global cities.
Ascott Limited's Chief Growth Officer Serena Lim declared that the group's collection brands form a key pillar of the company's growth plans as they allow it to partner with independent owners who wish to preserve the unique identity of their properties while leveraging Ascott Limited's expertise in hospitality management. feeling supported by the group's global distribution system and loyalty network.
In recent years there has been a growing interest in Ascott's collection brands as they offer owners flexibility but also ease of conversion and rapid time-to-market while preserving the distinctive nature of each property.
The vision is for the potential to further expand The Unlimited Collection by offering personalized support to owners looking to capitalize on the growing demand from guests who want authentic local experiences.
Ascott Limited has launched a revamp of The Unlimited Collection brand as part of the group's Brand360 strategy, which will see the introduction of exclusive experiences and programmes across its brand portfolio.
One of the brand's signatures for The Unlimited Collection is The U Shop, a retail concept that offers proprietary products created in collaboration with local artists.
Another initiative is a film titled "Be a Gen-U: A Generation for Unlimited Experiences" will launch on social channels as part of the update digitally highlighting the brand's focus on "cultural charms" and local experiences including festivals, music, art, crafts and food.
The Ascott Limited's Chief Commercial Officer Ran Bee Leng commented that today's travelers are willing to invest more in experiences that are true to the local culture.
For the group it means developing a brand rooted in the power of discovery and the magic of authentic experiences, more and more travelers aspire to fully embrace the local lifestyle and linked to that The Unlimited Collection is up to the situation by offering experiential stays that appeal to this emerging kind of travelers who seek an immersive sense in their chosen destination.
link https://boutiquehotelnews.com/news/industry/the-unlimited-collection-triples/
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