Wednesday, August 14, 2024 S Hotels and Resorts partners with The Ascott Limited to rebrand properties in Edinburgh and Leicester under The Unlimited Collection, debuting in Europe. S Hotels and Resorts PCL , the hospitality subsidiary of Singha Estate PCL , has formed a strategic alliance with The Ascott Limited (Ascott) , CapitaLand Investment’s fully owned lodging division, to rebrand SHR’s properties in Edinburgh and Leicester under The Unlimited Collection banner. As part of this initiative, the Mercure Edinburgh City Princes Street Hotel and The Grand Hotel Leicester will undergo rebranding to align with The Unlimited Collection, a brand dedicated to showcasing the distinct cultural essence of each property.
This collaboration marks the first introduction of The Unlimited Collection brand in Europe, a brand that originated in Singapore. Recent findings from a Skyscanner survey reveal a growing preference among leisure travelers for culturally immersive experiences, with 54% of participants highlighting culture as a significant factor in their travel choices. The United Kingdom, celebrated for its rich art, history, and vibrant cultural scene, is a prime destination for experiential travel.
Leveraging this trend, SHR has chosen to convert two of its 26 UK-based hotels into The Unlimited Collection, joining a curated group of independent hotels in dynamic neighborhoods that feature distinctive designs and cater to travelers seeking authentic and immersive local cultur.