This significant collaboration aims to showcase Ascott’s unique identity across various cities in the UK and to enhance S Hotels and Resorts’ portfolio expansion strategy.

S Hotels and Resorts Public Company Limited (SET: SHR), a leader in the international hotel and resort business under the Singha Estate Public Company Limited (SET: S), has announced a partnership with The Ascott Limited (SGX: Ascott), a leader in integrated hospitality and a wholly-owned subsidiary of CapitaLand Investment (SGX: 9CI), to rebrand its hotel portfolio in Edinburgh and Leicester under ‘The Unlimited Collection.’ With this strategic move, the Mercure Edinburgh City Princes Street and The Grand Hotel Leicester will be rebranded as part of The Unlimited Collection, marking the debut of Ascott’s boutique brand outside Asia and in the UK for the first time.

Recent research by Skyscanner shows that leisure travelers are increasingly interested in experiencing local cultures, with 54% of respondents citing the culture of a destination as a key factor in their travel choices. The UK, renowned for its art, history, and culture, is a major draw for this demographic. Consequently, ES Hotels and Resorts (SHR) has selected two hotels from its portfolio of 26 in the UK to transition to The Unlimited Collection by Ascott, alongside a carefully curated group of independent hotels. These hotels feature distinctive designs and are located in vibrant settings that fulfill travelers’ desires for genuine cultural experiences. Each property in The Unlimited Collection is designed to offer a unique experience reflective of its destination, serving as significant local landmarks that provide guests with remarkable and personalized travel experiences through genuine engagement with local communities.

By the end of 2024, the 169-room Mercure Edinburgh City Princes Street, located in the heart of Edinburgh, Scotland’s historic capital, will be renamed Mount Royal Hotel Edinburgh by The Unlimited Collection. This hotel boasts stunning views of Edinburgh Castle.

Edinburgh is one of the UK’s most significant cities, known for its breathtaking scenery and atmosphere, combining medieval Old Town and neoclassical New Town, and was designated a UNESCO World Heritage Site in 1995. Following the end of the COVID-19 pandemic, the city’s international airport, serving both domestic and international flights, has seen a resurgence of tourists eager to visit.

Meanwhile, The Grand Hotel Leicester will be rebranded as The Grand Hotel Leicester by The Unlimited Collection in Q2 of 2025, welcoming guests to experience the luxury of a Grade II listed Victorian building. This hotel has previously hosted many significant national events and will undergo renovations of its 104 rooms and suites, as well as dining and large conference facilities, before reopening to ensure a memorable experience in the culturally diverse Midlands region of the UK. Leicester, part of the Midlands, is known for its vibrant arts and culture scene, housing numerous galleries, museums, and theaters that showcase a variety of performances. Additionally, it has historical significance as the burial site of King Richard III at Leicester Cathedral. Leicester is just an hour away from London, offering visitors a blend of historical heritage and contemporary excitement.

“We are confident that partnering with a strong player in the hospitality industry like Ascott is a strategic process for Singha Estate and ES Hotels and Resorts. These iconic buildings are crucial to our strategy in the UK, and we are confident that under The Unlimited Collection brand, the Ascott team will fully unlock the potential of these hotels,” said Mr. Michael Marshall, CEO of  S Hotels and Resorts. “The Unlimited Collection brand stands out with its unique designs that encapsulate the essence and spirit of the host city, perfectly aligning with our hotels in Edinburgh and Leicester. This rebranding is key to our overall strategy in the UK, which will help us achieve our financial targets for 2024 and the following year. We expect that collaborating with Ascott in these two key UK cities will increase our revenue per available room (RevPAR) by up to 30% by 2026 compared to 2023, as per our previously announced plans.”

Mr. Kevin Goh, CEO of Ascott and CapitaLand Investment’s hospitality segment, stated, “Ascott is pleased to partner with leading Asian companies like Singha Estate and S Hotels and Resorts to create a remarkable impact in the European hospitality sector, which is a crucial area for Ascott’s global expansion. We are honored to be entrusted with bringing these two unique hotels into The Unlimited Collection, a brand known for its distinctive designs and charming locations that fulfill travelers’ desires for genuine cultural experiences. We will leverage Ascott’s expertise to quickly elevate both hotels in the market while retaining their unique original features. We remain committed to supporting hotel owners with our diverse brand portfolio, tailored adaptations, and in-depth marketing knowledge, which are Ascott’s strengths.”