RECENT YEARS HAVE SEEN EXPERIENTIAL travel surge in popularity across all age groups, reflecting a sizable shift in how people approach holidays. Travellers increasingly seek immersive experiences that allow them to engage deeply with their destinations rather than simply visiting tourist hot spots. According to the 2023 Global Travel Trends Report by American Express, 85% of respondents expressed an interest in discovering hidden gems and are keen to visit a place where they can truly experience the local culture.
The growing trend is driven by a desire for authenticity, connection and, of course, personal development and growth. Fuelled by a yearning to break free of the technological confines of the modern world, travellers are craving IRL activities and experiences that help build meaningful interaction between tourists and traditions, culture and the people in every destination. With social media further influencing this desire for unique experiences, experiential travel has become a cornerstone of modern tourism, inviting holidaymakers to savour every moment of their journey and share their travels with loved ones.
Whether participating in a traditional cooking class, hiking with local guides, or volunteering for community projects, these activities encourage travellers to step outside their comfort zones and create lasting memories.
Rise to the Occasion
As travellers seek meaningful engagement with a destination’s culture, people, food and environment, The Ascott Limited (Ascott), a Singapore-headquartered leading hospitality company, has taken note and refreshed The Unlimited Collection, its collection brand, to highlight a new focus on authentic cultural experiences in the world’s most exciting destinations.
Ms Tan Bee Leng, Chief Commercial Officer, Ascott, said, “Travellers nowadays are willing to invest more in experiences that are true to local culture. For Ascott, it means building up a brand rooted in the power of discovery and the magic of authentic experiences. As more travellers aspire to embrace the local way of life, The Unlimited Collection rises to the occasion with curated experiential stays that appeal to this emerging breed of travellers who seek an immersive sense of place. Designed to offer an authentic experience from each destination, every property is a local landmark featuring exquisite designs that lead guests to intriguing personal discoveries and engaging cultural appreciation.”
The Unlimited Collection began in 2020 as a portfolio of independent hotels thoughtfully designed to reflect local aesthetics and the character of the location. Ensuring that the brand’s mission is to provide guests with opportunities to immerse themselves in the culture of each location and setting the scene for meaningful connections came to fruition.
Expanded Horizons
The brand debuted in Singapore with the opening of three stunning properties: Ann Siang House by The Unlimited Collection, KēSa House by The Unlimited Collection and Wanderlust by The Unlimited Collection, each designed to offer a unique atmosphere and sensibility, elevating the authentic to the extraordinary with its approach on Unique Designs. Ann Siang House by The Unlimited Collection for example, is a restored heritage building nestled on the outskirts of a historic sub-district of Chinatown in Singapore, where a multitude of world-class bars and trendy eateries sit at its doorstep. Whether it is the bustle of the city or the stories of the old streets in the culturally rich precinct, guests of Ann Siang House can indulge in a genuine experience that encompasses the exquisite cultural essence of Singapore.Then, buoyed by its success in Singapore, The Unlimited Collection set its sights on global expansion, culminating in the launch of Anmira Resort & Spa Hoi An by The Unlimited Collection in December 2023—marking the brand’s first resort-style property, embodying the essence of local culture in an idyllic setting. Collaborations with local artists and makers ensure guests can take home a cherished local memento from the U Shop, a retail concept unique to The Unlimited Collection properties.
Recognising the increasing demand for unique and culturally immersive accommodations from travellers, The Unlimited Collection further announced its first outpost in Dublin, Ireland, slated to open next year. Temple Bar Hotel Dublin by The Unlimited Collection will enhance its reputation as a cultural icon celebrating the best of local Irish music after completing its rebranding exercise. Located along Fleet Street, a vibrant neighbourhood steeped in music, art, culture and history, the hotel is home to Buskers Bar, a lively contemporary bar and renowned landmark, as well as Buskers on the Ball, an award-winning sports bar. Both bars exemplify the brand’s U Bar concept that invites guests to experience a fusion of classic and creativity, drawing on a melting pot of intriguing spirits and stories from fellow wanderlusts.
Europe
Expanding further into Europe, The Unlimited Collection most recently welcomed its first property in the United Kingdom, Mount Royal Hotel Edinburgh by The Unlimited Collection. Situated in the fascinating city of Edinburgh, this 169-room property offers the perfect blend of tradition and adventure, for wanderlusts and connoisseurs. From prolific writers to a taste of their favourite scotch whisky, guests can immerse themselves in Edinburgh’s literary and whisky culture while pondering over their next adventure in the city over panoramic views of Edinburgh castle, Old Town and Princes Street Gardens at the U Bar.
From debuting in Singapore with three properties, the brand has today grown to 15 properties across Asia, Europe and North Africa. The Unlimited Collection will reach new locations including Marrakech in Morocco, Penang in Malaysia, Leicester in the United Kingdom, Batam in Indonesia, Hanoi in Vietnam and Guangzhou in China in the years ahead.
Check-in to Your Next Adventure
With The Unlimited Collection’s updated approach to experiential travel, now is the best time to plan your next trip. Explore your next travel destination here, and click here to open yourself up to exciting activities, priority check-in, milestone rewards, airport lounge access and more with Ascott’s loyalty programme, Ascott Star Rewards
Article Sponsored by The Ascott Limited
Images courtesy of The Ascott Limited.
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