S Hotels and Resorts (SHR), a hospitality subsidiary of Singha Estate, has announced a strategic partnership with The Ascott Limited (Ascott), CapitaLand Investment’s lodging division, to rebrand its properties in Edinburgh and Leicester under The Unlimited Collection banner. This collaboration marks the first introduction of The Unlimited Collection brand in Europe, a brand known for showcasing the unique cultural essence of each property.
The Mercure Edinburgh City Princes Street Hotel and The Grand Hotel Leicester will undergo rebranding to align with The Unlimited Collection, a brand that originated in Singapore. The decision comes in response to the increasing demand for culturally immersive travel experiences, as indicated by recent Skyscanner survey findings. The survey revealed that 54% of leisure travelers consider culture a significant factor in their travel choices.
The United Kingdom, with its rich art, history, and vibrant cultural scene, is a prime destination for experiential travel. SHR has chosen to transform two of its 26 UK-based hotels into The Unlimited Collection, aligning them with a curated group of independent hotels in dynamic neighborhoods that feature distinctive designs and cater to travelers seeking authentic and immersive local cultural experiences.
The 169-room Mercure Edinburgh City Princes Street Hotel, located in the historic heart of Scotland’s capital, will be rebranded as Mount Royal Hotel Edinburgh by The Unlimited Collection by the end of 2024. The hotel offers unparalleled views of Edinburgh Castle and benefits from the city’s designation as a UNESCO World Heritage Site since 1995, attracting significant leisure travel demand, particularly post-pandemic.
The Grand Hotel Leicester, a Grade II-listed Victorian building renowned for hosting historical events, will be rebranded as The Grand Hotel Leicester by The Unlimited Collection in the second quarter of 2025. This luxurious hotel boasts 104 rooms and suites, a restaurant, and extensive conference facilities, all undergoing refurbishment before the reopening. Leicester, a culturally rich city in the Midlands, is known for its thriving arts and culture scene and its historical significance as the final resting place of King Richard III.
Michael Marshall, Chief Executive Officer of S Hotels & Resorts, expressed confidence in the strategic move, stating that these iconic buildings are crucial to SHR’s UK strategy and will realize their full potential under The Unlimited Collection umbrella. He emphasized the brand’s perfect match for the Edinburgh and Leicester properties, with its unique designs showcasing the heart and soul of the destination.
Kevin Goh, Chief Executive Officer for Ascott and Lodging, CapitaLand Investment, highlighted Ascott’s delight in collaborating with leading Asian companies to make their mark on the European hospitality sector. He expressed the company’s honor in having been chosen to rebrand these two iconic hotels, which align perfectly with The Unlimited Collection’s focus on authentic local experiences. Ascott plans to leverage its conversion capabilities to swiftly bring both hotels to market while preserving their original characters.
Both SHR and Ascott are optimistic about the partnership’s potential, aiming to achieve financial goals and expand the collaboration to include hotels in two additional key UK cities. This expansion is projected to increase RevPAR by up to 30% by 2026 compared to 2023 levels.
