Worldwide: The Ascott Restricted, owned by CapitaLand Funding (CLI), has tripled its portfolio below The Limitless Assortment to 11 properties throughout Asia, Europe and the Center East over the previous yr.
The Limitless Assortment debuted in 2020 with three properties in Singapore: Ann Siang Home, KēSa Home, and Wanderlust.
Over the previous yr, Ascott has added an extra eight properties to the gathering. It now contains greater than 900 items, each working and within the pipeline, throughout eight international cities.
Serena Lim, chief progress officer for Ascott, stated: “Our assortment manufacturers type a key pillar of Ascott’s progress plans as they permit us to associate with unbiased house owners who want to protect the distinctive identities of their properties whereas leveraging Ascott’s experience in hospitality administration, supported by our international distribution system and loyalty community.
“Lately, we’ve got witnessed rising curiosity in Ascott’s assortment manufacturers as they provide house owners flexibility, ease of conversion and fast time-to-market whereas preserving the distinctive nature of every property… We see potential in additional scaling The Limitless Assortment by way of providing customised help to house owners who search to capitalise on rising visitor demand for genuine native experiences,” she stated.
Ascott has launched a model refresh of The Limitless Assortment as a part of the group’s Brand360 technique – an initiative which is able to see the introduction of signature experiences and programmes throughout its model portfolio.
A model signature for The Limitless Assortment is The U Store, a retail idea providing property merchandise created in collaboration with native artists.
A movie titled Be a Gen-U: A Technology for Limitless Experiences can even roll out on social channels as a part of the refresh, highlighting the model’s give attention to “cultural charms” and native experiences together with festivals, artwork, music, craft, and meals.
Tan Bee Leng, chief industrial officer for Ascott, stated: “Travellers these days are prepared to speculate extra in experiences which are true to native tradition. For Ascott, it means increase a model rooted within the energy of discovery and the magic of genuine experiences. As extra travellers aspire to embrace the native lifestyle, The Limitless Assortment rises to the event with curated experiential stays that attraction to this rising breed of travellers who seeks an immersive sense of place.”
