Ascott launches brand refresh for The Unlimited Collection

Ascott launches a model refresh of The Limitless Assortment to strengthen the latter’s international place as a curated collection of unbiased upscale inns providing immersive cultural experiences.

Certainly, up to now yr alone, The Limitless Assortment tripled its portfolio to 11 properties inside Asia, Europe, and the Center East.

Ascott chief industrial officer Tan Bee Leng stated of the refresh: “With its refreshed model concentrate on the appeal of tradition, we’re assured The Limitless Assortment will foster a deeper connection between our company and the locations they go to, making each keep memorable and distinctive.”

Securing its foothold in Asia

Following the launch of The Limitless Assortment in Singapore, the model took root in Vietnam in December 2023 with the opening of the 100-unit Anmira Resort & Spa Hoi An by The Limitless Assortment, positioned between the colourful Hoi An Previous City and the pristine shores of Cua Dai and An Bang Seashore. The opening marked the primary resort underneath The Limitless Assortment.

Poised for additional growth into Malaysia and Indonesia, The Limitless Assortment additionally plans so as to add over 200 models throughout three properties by the top of 2025. 

These properties are Macalister Resort Penang by The Limitless Assortment, Amatonn Resort & Residence by The Limitless Assortment and Costaluna Batam by The Limitless Assortment.

Leveraging experience

Ascott chief progress officer Serena Lim stated: “Our assortment manufacturers type a key pillar of Ascott’s progress plans as they allow us to accomplice with unbiased house owners who want to protect the distinctive identities of their properties whereas leveraging Ascott’s experience in hospitality administration, supported by our international distribution system and loyalty community.”

Lim defined that The Limitless Assortment is Ascott’s subsequent international assortment model success, due to the addition of eight properties up to now yr.

She added: “We see potential in additional scaling The Limitless Assortment by providing customised assist to house owners who search to capitalise on rising visitor demand for genuine native experiences.”