This significant collaboration aims to showcase Ascott's uniqueness across various cities in the UK and to enhance S Hotels and Resorts' portfolio expansion strategy.

S Hotels and Resorts Public Company Limited (SET: SHR), a leader in the international hotel and resort business under Singha Estate Public Company Limited (SET: S), has announced a partnership with The Ascott Limited (SGX: Ascott), a leader in comprehensive accommodation operations and a wholly-owned subsidiary of CapitaLand Investment (SGX: 9CI). This partnership will transform S Hotels and Resorts' hotel portfolio in Edinburgh and Leicester to operate under The Unlimited Collection brand. As part of this strategic shift, the Mercure Edinburgh City Princes Street and The Grand Hotel Leicester will be rebranded under The Unlimited Collection, marking Ascott's first boutique brand presence outside Asia and in the UK.

According to a recent survey by Skyscanner, leisure travelers are increasingly interested in experiencing local culture, with 54% of respondents indicating that the culture of a destination is a key factor in their travel choices. The UK is renowned worldwide for its art, history, and culture, making it a highly attractive destination for this group of travelers. Consequently, S Hotels and Resorts (SHR) has selected two hotels from its portfolio of 26 in the UK to be rebranded as The Unlimited Collection by Ascott, alongside a selection of independent hotels with distinctive designs located in vibrant areas, fulfilling the desires of travelers seeking authentic local cultural experiences. Each property in The Unlimited Collection is designed to offer a unique experience from each destination, serving as significant landmarks that lead guests to remarkable and personal travel experiences through genuine engagement with local communities that will leave lasting impressions.

By the end of 2024, the 169-room Mercure Edinburgh City Princes Street, located in the heart of Edinburgh, Scotland's historic capital, will be renamed Mount Royal Hotel Edinburgh by The Unlimited Collection. This hotel boasts stunning views of Edinburgh Castle.

Edinburgh is one of the UK's most significant cities, known for its breathtaking scenery and atmosphere, blending medieval old town and neoclassical new town, and was designated a UNESCO World Heritage Site in 1995. Following the end of the COVID-19 pandemic, the city's international airport, which serves both domestic and international flights, has become bustling with tourists traveling for leisure.

Meanwhile, The Grand Hotel Leicester will be renamed The Grand Hotel Leicester by The Unlimited Collection in the second quarter of 2025, welcoming guests to experience the luxury of this Grade II listed Victorian building, which has hosted several important national events. The hotel will undergo renovations of its 104 guest rooms and suites, as well as its restaurant and large meeting facilities, before reopening to ensure a memorable experience in the culturally diverse Midlands region of the UK. Leicester, part of the Midlands, is known for its vibrant arts and culture scene, housing numerous galleries, museums, and theaters that host a variety of performances. It also holds historical significance as the burial site of King Richard III at the Leicester Cathedral, and is just an hour away from London, allowing visitors to experience a blend of historical heritage and contemporary excitement.

“We are confident that partnering with a strong player in the hospitality industry like Ascott is a great strategic move for Singha Estate and S Hotels and Resorts. These iconic buildings play a crucial role in our strategy in the UK, and we believe that under The Unlimited Collection brand, the Ascott team will fully unlock the potential of these hotels,” said Mr. Michael Marshall, CEO of S Hotels and Resorts. “The Unlimited Collection brand is distinguished by its unique design that conveys the essence and spirit of the host city, making it a perfect fit for our hotels in Edinburgh and Leicester. This rebranding is key to our overall success strategy in the UK, which will help us achieve our financial targets for 2024 and beyond. We expect that our collaboration with Ascott in these two key UK cities will increase our revenue per available room (RevPAR) by up to 30% by 2026 compared to the figures in 2023, according to our previously announced plans.”

Mr. Kevin Goh, CEO of Ascott and CapitaLand Investment's lodging business, stated, “Ascott is delighted to partner with leading Asian companies like Singha Estate and S Hotels and Resorts to create a phenomenon in the European hospitality sector, which is a key region for Ascott's global expansion. We are honored to be entrusted with bringing these two unique hotels into The Unlimited Collection, a brand known for its distinctive design and charming locations that fulfill the needs of travelers seeking authentic local cultural experiences. We will leverage Ascott's expertise to quickly position both hotels prominently in the market while maintaining their original unique characteristics. We remain committed to supporting hotel owners with our diverse brand portfolio, appropriate transformations, and deep marketing knowledge, which are Ascott's strengths.