[Update] The Ascott Limited (Ascott), a subsidiary of CapitaLand Investment Limited (CLI), is accelerating its expansion in Europe with the signing of six new residences. This initiative includes the introduction of The Unlimited Collection brand in Leicester and Edinburgh, the expansion of the lyf brand into five new cities, namely Edinburgh, Glasgow, Leicester, Manchester in the UK, and a new Citadines in Colmar, France. These openings will expand Ascott’s European portfolio to over 8,000 units, across 60 properties either operational or under development.
Development of the premium segment and introduction of new brands
The Unlimited Collection by Ascott will debut in Europe with openings in Leicester and Edinburgh planned for the end of the year. This brand features a selection of premium independent hotels, located in vibrant districts, catering to travelers seeking authentic local cultural experiences. In Dublin, Ireland, The Temple Bar will also join The Unlimited Collection by early 2025.
Simultaneously, the five-star brand The Crest Collection will expand in London with the transformation of The Cavendish London scheduled for 2026, and in Paris with the conversion of Citadines Saint-Germain-des-Prés Paris by 2028.
Expansion of the lyf concept and growth of Citadines
The hybrid accommodation concept lyf, designed for the new generation of travelers, continues its expansion in Europe. Ascott has announced the openings of lyf Schönbrunn Vienna and lyf East Frankfurt in Germany. The upcoming openings in Glasgow and Manchester will mark the debut of the lyf brand in the UK, with a planned opening in Paris by the end of the year.
Citadines, Ascott’s fastest-growing European brand, recently inaugurated Citadines Danube Vienna and Citadines Canal Amsterdam. A new Citadines is planned in Colmar in 2026, while renovation projects are underway for several existing residences in Paris, London, and Berlin.
Strategic partnership with Chelsea FC
As part of its visibility and engagement strategy, Ascott has signed a multi-year partnership with Chelsea Football Club, becoming the official global hotel partner of the club. Ascott will manage the 232 hotel units at Stamford Bridge in London, rebranded as lyf Stamford Bridge London by late 2025. This partnership will also offer exclusive experiences to members of the Ascott Star Rewards (ASR) loyalty program.
These strategic initiatives demonstrate Ascott’s commitment to strengthening its position in Europe and leveraging new growth opportunities in the dynamic and diverse hospitality sector.
SHR and Ascott Partner to Launch The Unlimited Collection in the UK
S Hotels & Resorts (SHR) has partnered with The Ascott Limited to introduce The Unlimited Collection brand to the UK, rebranding two key properties: the Mercure Edinburgh City Princes Street Hotel and The Grand Hotel Leicester.
“Ascott is delighted to collaborate with leading Asia-based companies, Singha Estate and S Hotels & Resorts, to make our mark on the hospitality sector in Europe, a key market in Ascott’s global expansion. We are honoured that the owners have identified two of their iconic hotels to be part of The Unlimited Collection, a curated selection of storied hotels with distinct cultural charms that responds to growing guest demand for authentic local experiences. We will leverage Ascott’s established conversion capabilities to swiftly bring both hotels to market while preserving their original characters. We look forward to continuing our support for the owners with our diverse portfolio of brands, tailored solutions and in-market knowledge, exemplifying the strengths of Ascott’s flex-hybrid hotel-in-residence model.” – Kevin Goh, Chief Executive Officer for Ascott and Lodging, CapitaLand Investment
In Edinburgh, the Mercure hotel will be rebranded as Mount Royal Hotel Edinburgh by The Unlimited Collection by the end of 2024. Located in the city center, this 169-room hotel provides views of Edinburgh Castle and proximity to the UNESCO-listed Old and New Towns.
“Partnering with a strong hospitality company like Ascott is a great strategic move for Singha Estate and S Hotels & Resorts. These iconic buildings play a pivotal role in our UK strategy, and I am confident that, under The Unlimited Collection umbrella, they will fully realise their potential as investment properties,”“The Unlimited Collection is known for unique designs that showcase the heart and soul of the destination, making it the perfect match for our hotels in Edinburgh and Leicester. The rebrandings are key to the success of our overall UK strategy, positioning us to achieve our financial goals for 2024 and beyond. Looking ahead, we anticipate expanding our partnership with Ascott to include hotels in two additional key UK cities, aiming to increase RevPAR by up to 30% by 2026 compared to 2023 levels.” – Michael Marshall, Chief Executive Officer, S Hotels & Resorts.
The Grand Hotel Leicester will be rebranded as The Grand Hotel Leicester by The Unlimited Collection in 2025. This Grade II-listed Victorian building will be refurbished to update its 104 rooms, restaurant, and conference facilities while preserving its heritage.
By rebranding these properties under The Unlimited Collection, SHR and Ascott aim to offer accommodations that reflect the local character while meeting modern hospitality standards.
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