Ascott Embarks on Brand Refresh for The Unlimited Collection

Enhancing Cultural Experiences for Discerning Travelers

WEB Singapore, 12 August 2024

Ascott, the lodging business unit wholly owned by CapitaLand Investment, is embarking on a brand refresh of The Unlimited Collection to reinforce the latter's global position as a curated portfolio of properties that offer unparalleled cultural experiences.

In today's landscape where travelers seek more meaningful engagement with a destination's culture, people, food, and environment, Ascott recognizes the opportunity to cater to this growing demand. The Unlimited Collection will continue to showcase unique and distinct properties that embody the essence of their surroundings.

"We are excited to unveil the brand refresh of The Unlimited Collection, which reflects our commitment to providing travelers with exceptional cultural experiences," said Ascott's Managing Director for Global Operations, Mr. Philip Lim. "Our portfolio of properties under The Unlimited Collection has been carefully curated to offer guests an authentic connection to the local culture, enabling them to truly immerse themselves in the destination."

The brand refresh includes the launch of a new logo, website, and marketing materials that evoke the essence of cultural discovery. The redesigned logo incorporates an intricate pattern inspired by traditional motifs, while the website features immersive storytelling and photography that bring the destinations and properties to life.

Ascott will also be expanding The Unlimited Collection with the addition of new properties in key cultural destinations around the world. The brand's current portfolio includes over 30 properties in cities such as Paris, London, New York, Tokyo, and Dubai, with plans to add more destinations in the near future.

As the world emerges from the pandemic, travelers are increasingly seeking experiences that enrich their lives and connect them to the local culture. Ascott's brand refresh of The Unlimited Collection addresses this growing need and positions the brand as a leader in the experiential travel market.