The Ascott Ltd has announced a refresh of its upscale brand, The Unlimited Collection, aimed at independent hotels. Originally launched in 2020 with three properties in Singapore, the brand has grown significantly over the past year, adding eight new hotels, including two in the UK in partnership with S Hotels and Resorts.
One of the notable additions is the Mount Royal Hotel Edinburgh by The Unlimited Collection, which is currently operating as the Mercure Edinburgh City Centre Princes Street. The hotel, featuring 169 rooms, a Library Lobby, and The Writers’ Distillery with panoramic views of Edinburgh Castle, the city’s Old Town, and Princes Street Gardens, will officially join the collection before the end of 2024.
Following this, The Grand Hotel Leicester by The Unlimited Collection will also join the brand by the second quarter of next year. Currently trading as a Mercure hotel, this property is undergoing a significant facelift as part of a £1.5 million High Street Heritage Action Zone scheme.
Other upcoming additions to The Unlimited Collection include the Temple Bar Hotel in Dublin, set to join by the end of 2024, alongside properties in Marrakesh and Penang.
The Unlimited Collection’s signature features include The U Bar, a trendy space for guests, and The U Shop, a retail concept offering locally inspired merchandise. Additionally, Gen-U employees act as “trendsetters,” ensuring guests are always in the know about the latest events and hotspots in town.
The debut of The Unlimited Collection in the UK is a key part of Ascott’s European expansion strategy. This growth has also led to a partnership with Chelsea Football Club, where the existing Millennium and Copthorne hotels at Stamford Bridge will be rebranded as lyf Stamford Bridge London in the second half of this year.
