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 cultural experiences. Each property in The Unlimited Collection is designed to provide a unique experience, serving as a local landmark that invites guests to explore and engage with the community. By the close of 2024, the 169-room Mercure Edinburgh City Princes Street Hotel , located in the historic core of Scotland’s capital, will be rebranded as Mount Royal Hotel Edinburgh by The Unlimited Collection, offering unparalleled views of Edinburgh Castle.
As one of the UK’s most picturesque cities, Edinburgh, with its medieval Old Town and neoclassical New Town, was designated a UNESCO World Heritage Site in 1995. Post-pandemic, Edinburgh’s international airport, which handles both domestic and international flights, has seen a significant increase in leisure travel demand. The Grand Hotel Leicester is set to be rebranded as The Grand Hotel Leicester by The Unlimited Collection by the second quarter of 2025.
This Grade II-listed Victorian building, known for hosting historic events, will offer guests an experience of luxury with its 104 rooms and suites, restaurant, and extensive conference facilities, all undergoing refurbishment before the reopening. Leicester, a culturally rich city in the Midlands, is known for its thriving arts and culture scene, with numerous galleries, museums, and theaters hosting a variety of events. The city is also historically significant as the final resting place of King Richard III, whose tomb is located in Leicester Cathedral.
Just an hour from London, Leicester presents a captivating blend of heritage and modern experiences. “Partnering with a strong hospitality company like Ascott is a great strategic move for Singha Estate and S Hotels & Resorts. These iconic buildings play a pivotal role in our UK strategy, and I am confident that, under The Unlimited Collection umbrella, they will fully realise their potential as investment properties,” said Michael Marshall, Chief Executive Officer, S Hotels & Resorts .
“The Unlimited Collection is known for unique designs that showcase the heart and soul of the destination, making it the perfect match for our hotels in Edinburgh and Leicester. The rebrandings are key to the success of our overall UK strategy, positioning us to achieve our financial goals for 2024 and beyond. Looking ahead, we anticipate expanding our partnership with Ascott to include hotels in two additional key UK cities, aiming to increase RevPAR by up to 30% by 2026 compared to 2023 levels.
” Kevin Goh, Chief Executive Officer for Ascott and Lodging, CapitaLand Investment , said, “Ascott is delighted to collaborate with leading Asia-based companies, Singha Estate and S Hotels & Resorts, to make our mark on the hospitality sector in Europe, a key market in Ascott’s global expansion. We are honoured that the owners have identified two of their iconic hotels to be part of The Unlimited Collection, a curated selection of storied hotels with distinct cultural charms that responds to growing guest demand for authentic local experiences. We will leverage Ascott’s established conversion capabilities to swiftly bring both hotels to market while preserving their original characters.
We look forward to continuing our support for the owners with our diverse portfolio of brands, tailored solutions and in-market knowledge, exemplifying the strengths of Ascott’s flex-hybrid hotel-in-residence model.”.
