Ascott’s Unlimited Collection prepares to make UK debut

Ascott’s Unlimited Collection is set to welcome its first UK hotel later this year as the brand undergoes a “refresh”.

Mount Royal Hotel Edinburgh is due to join the Unlimited Collection before the end of 2024, with the Grand Hotel Leicester following suit by the middle of 2025. Temple Bar Hotel Dublin in the Irish capital will also become part of the portfolio in the coming months.

The Unlimited Collection, which was only created in 2020 with three hotels in Singapore, has expanded to 11 properties in the past year and established a presence in Asia, Europe and the Middle East.

Singapore-based Ascott said the Unlimited Collection’s refresh was part of a group-wide strategy to “strengthen its brand portfolio through sharpened brand stories”.

Tan Bee Leng, chief commercial officer at Ascott, added: “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.”

The move comes after Ascott announced in July that it was taking over the running of two existing hotels at Chelsea Football Club’s Stamford Bridge stadium in West London. The two properties will eventually be renovated and renamed under Ascott’s Lyf brand.