Ascott refreshes identity of The Unlimited Collection with global campaign

Ascott, the lodging business unit wholly owned by CapitaLand Investment, is launching a brand refresh of The Unlimited Collection to accentuate its focus on cultural charms, along with the launch of its global campaign.  

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, according to the release. 

The rebrand also rides on the findings of the 2023 Global Travel Trends Report by American Express, which revealed that 85% of respondents expressed an interest in discovering hidden gems and are keen to visit a place where they can truly experience the local culture.

The refreshed brand’s focus on cultural charms distinguishes The Unlimited Collection as a portfolio of storied hotels featuring exquisite designs in exciting locations.

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 rebranding will cover its 11 properties across Asia, Europe and the Middle East under The Unlimited Collection, which debuted in 2020 with three properties in Singapore including Ann Siang House by The Unlimited Collection, KēSa House by The Unlimited Collection and Wanderlust by The Unlimited Collection.  

Designed to offer an authentic experience from each destination, every property in The Unlimited Collection is a local landmark featuring exquisite designs that lead guests to intriguing personal discoveries and engaging cultural appreciation, according to Tan Bee Leng, chief commercial officer, Ascott.  

With its refreshed brand focus on the charm of culture, she said Ascott is confident The Unlimited Collection will foster a deeper connection between our guests and the destinations they visit, making every stay memorable and unique. 

Tan added: “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 seek an immersive sense of place. 

As part of the brand refresh of The Unlimited Collection, a global brand campaign featuring a film titled ‘Be a gen-U: A generation for unlimited experiences’, has been rolled out on various digital and social channels starting today. 

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.

In terms of marketing strategies, the rebranding campaign for The Unlimited Collection is driven by the brand's commitment to pursuing growth and entering new markets and resort destinations to target a diverse profile of travellers, said Tan. "Ascott’s marketing efforts for the brand is therefore focused on key growth markets across Asia, Europe and the Middle East, addressing the needs of guests and owners."  

"With a clear understanding of the demands of our guests, alongside data-driven insights, the use of clear compelling messaging remains key across all touchpoints - from social outreach and digital marketing, to internal communications and beyond. With an experience-driven brand like The Unlimited Collection, our focus on creating an emotional connection is further amplified across all channels," Tan added.

With amplification through an omnichannel approach, the predominantly digital-focused campaign further extends across social channels and platforms, alongside editorial partnerships to ensure outreach across all demographics, Tan added. "Our aim is to create a dynamic campaign that not only drives awareness, but also drive engagement and build loyalty."

Following the brand refresh of The Unlimited Collection, the brand's marketing efforts covering digital channels and physical activations will focus around connecting travellers with the unique cultural charms of each property, said Tan. "We will work on distinguishing the brand as a portfolio of storied hotels featuring exquisite designs in exciting locations."

Underscoring the bohemian charm of cultural enclaves, The Unlimited Collection welcomes guests with a kaleidoscope of festivals, art, music, craft, food and language steeped in local culture that intrigues the most discerning of wanderlusts. Interesting events and initiatives unique to each property and destination play a big part in the delivery of the brand and will add colour to our marketing efforts. 

Serena Lim, chief growth officer, 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. 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,” she added. 

The Unlimited Collection, which focuses on accentuating the unique cultural charms of each property, is Ascott’s next global collection brand success with eight properties added in the past year, she said.  

“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.”

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.

Related articles:

Ascott expands presence in MY with plans to unveil three more properties this year
Ascott names new VP of strategy and regional GM for MY and PH