This global collection brand is redefining experiential travel by connecting guests to authentic local experiences in some of the world’s most captivating destinations.

There’s nothing quite like vacationing at a property that immerses you in the essence of a destination. Travelers today seek more than just a place to stay — they crave experiences that connect them to the local culture and heritage, unlocking the quintessential charm of any given place. If you’re one of those inquisitive explorers, The Unlimited Collection by The Ascott Limited (Ascott) may be right for you.

Comprising a growing portfolio of 12 independent hotels in Asia, Europe, and North Africa — united by brand signatures such as a Unique Design that’s deeply rooted in their locales — The Unlimited Collection opens up myriad possibilities for unscripted experiences and spontaneous discoveries. Each distinctive property draws inspiration from its surroundings, while serving as a social hub for creative minds. And thanks in part to the carefully handpicked locations in vibrant, bohemian neighborhoods full of hidden gems, travelers will have the chance to embark on an adventure they’ll remember for years to come, with every stay delivering an enriching journey into the heart of the local culture.

Authenticity lies at the heart of the guest experience, which stirs the imagination through a strong emphasis on character and personality. Brand signatures are interpreted in line with the individual identities of each property: The U Bar puts a more informal spin on the lobby lounge, offering creative tipples and a space where guests can connect with each other and share stories. Collaborations with local artists and makers result in unique hotel merchandise at the U Shop, where a curated selection of thoughtful souvenirs (including snacks) line the shelves.

Next, welcoming hotel associates known as Gen-U act as knowledgeable guides and advocates for their cities, providing insider tips to pave the way for unconventional visitor experiences. They are on hand to ensure that guests will make the most of their time delving into the destination right on their doorstep.

From Singapore to the World

Four years ago, The Unlimited Collection made its global debut in the Lion City with a trio of charming boutique properties in protected conservation areas. Ann Siang House by The Unlimited Collection is a glamorous Chinatown hideout featuring just 20 rooms and a gorgeous rooftop bar. In the neighboring Keong Saik precinct, KēSa House by The Unlimited Collection delivers a chic and flexible living experience in a row of 10 heritage shophouses. Similarly, Wanderlust by the Unlimited Collection occupies a beautifully restored 1920s art deco building that offers a serene retreat amid the hubbub of Little India.

The newest addition to this stable of hotels is Anmira Resort & Spa Hoi An by The Unlimited Collection. Its opening in December 2023 marked the brand’s first foray into Vietnam as well as its first resort property. Blending French-colonial architectural elements with modern sophistication, this 100-room haven is located between the UNESCO-listed Old Town of Hoi An and the golden sands of Cua Dai Beach.

Here, elegant rooms and suites feature hardwood floors and emerald-toned fittings; most come with private balconies that afford views of lush gardens, the freeform pool, or neighboring rice fields. On the culinary front, all-day Asian Taste restaurant serves specialties from across Vietnam, while mixologists at The U Bar incorporate local ingredients into the innovative cocktails. Guests can also look forward to recreational facilities such as Mira Spa; a well-equipped fitness center; and the U Shop, which offers unique Vietnamese gifts and products such as traditionally printed shirts, linen apparel, and accessories.

Over in Europe, The Unlimited Collection will be unveiling two new properties in the United Kingdom. Marking the brand’s debut in the continent, Mount Royal Hotel Edinburgh by The Unlimited Collection is scheduled to open by year’s end with 169 rooms and characterful public spaces that celebrate both small-batch Scotch whisky and the works of acclaimed Scottish writers through the ages. In England’s East Midlands, The Grand Hotel Leicester by The Unlimited Collection will then follow by 2025 — it occupies a Grade II–listed Victorian building within walking distance of downtown attractions including Leicester Cathedral, the Highcross shopping mall, and the King Richard III Visitor Centre.

The Unlimited Collection will also expand to Ireland with the rebranding of the beloved Temple Bar Hotel Dublin. Scheduled for completion by the end of 2024, the transformation of the 136-room property will riff off the artistic vibe and rich musical heritage of Fleet Street through a range of music-inspired design elements. It promises to be an ideal base from which to discover the Temple Bar area’s buzzing markets, art galleries, and boutiques, alongside a wealth of convivial Irish pubs offering live performances.

Reaching New Horizons

The Unlimited Collection is set to expand even further in Southeast Asia over the next two years, adding almost 300 rooms across four properties in Malaysia and Indonesia. These include Macalister Hotel Penang by The Unlimited Collection; 1926 Heritage Hotel Penang by The Unlimited Collection, which occupies a colonial Anglo-Malay building that was once the quarters of British immigration officers; Amatonn Hotel & Residence by The Unlimited Collection; and Costaluna Batam by The Unlimited Collection. The four properties will be operational by the middle of 2026. Additionally, Ascott will soon make its debut in Morocco with The Unlimited Collection Hotel Marrakech, a 90-room property that’s slated to welcome its first guests in 2026.

For more information, visit discoverasr.com.

“Be a Gen-U: A Generation for Unlimited Experiences” 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 the local culture.

This article was brought to you by The Ascott Limited.