Ascott revamps The Unlimited Collection portfolio with new cultural offerings

The Unlimited Collection currently has 11 properties across Asia, Europe, and the Middle East.

Ascott will launch a brand refresh for The Unlimited Collection, focusing on cultural charms by introducing signature experiences and programs unique to each brand.

The brand refresh initiatives feature festivals, art, music, craft, food, and language rooted in the respective local culture of each property in the portfolio.

With the brand refresh, Ascott will introduce Brand Signatures exclusive to The Unlimited Collection properties, including The U Shop, a retail concept store offering an array of property merchandise created in collaboration with local artists and crafters.

Ascott will also launch The U Bar and a branding initiative for its associates called "Gen-U," which will offer guests new and unique cultural experiences.

The Unlimited Collection currently comprises 11 properties across Asia, Europe, and the Middle East. By the end of this year, it will welcome the addition of Mount Royal Hotel Edinburgh by The Unlimited Collection.

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