S Hotels & Resorts is poised to elevate the luxury travel experience in the UK, unveiling a sophisticated partnership with The Ascott Limited. This collaboration will breathe new life into two of SHR’s most esteemed properties in Edinburgh and Leicester, reimagining them under The Unlimited Collection—a brand renowned for distilling the unique essence of each destination it touches. As The Unlimited Collection makes its European debut, it promises to infuse the UK’s rich cultural landscape with a refined Singaporean elegance.
The desire for culturally immersive experiences is on the rise, with recent data from Skyscanner revealing that 54% of leisure travelers prioritize culture when choosing a destination. With its storied history, artistic vibrancy, and iconic landmarks, the UK is the perfect canvas for SHR’s latest venture. In response to this growing trend, SHR has handpicked two hotels from its prestigious UK portfolio to undergo a transformation that will align them with The Unlimited Collection’s ethos of authenticity and cultural immersion.
By the close of 2024, the 169-key Mercure Edinburgh City Princes Street Hotel will be reborn as Mount Royal Hotel Edinburgh by The Unlimited Collection. Perched in the historic heart of Scotland's capital, this property offers breathtaking views of Edinburgh Castle, positioning it as a jewel in the city’s crown. Edinburgh itself is a city of timeless beauty, where the medieval Old Town and neoclassical New Town have earned a place on the UNESCO World Heritage list. In the wake of the pandemic, Edinburgh’s appeal as a leisure destination has surged, with its international airport bustling with travelers eager to explore the city’s rich history and stunning vistas.
In a similar vein, The Grand Hotel Leicester is set to become The Grand Hotel Leicester by The Unlimited Collection by the second quarter of 2025. This Grade II-listed Victorian marvel, renowned for its opulent architecture and historical significance, will soon welcome guests to experience Leicester’s unique blend of heritage and contemporary culture. The hotel’s 104 rooms and suites, along with its restaurant and extensive conference facilities, will be meticulously refurbished to ensure a stay that is both luxurious and steeped in history. Leicester, a city famed for its dynamic arts scene and the final resting place of King Richard III, offers an intriguing destination just a stone’s throw from London.
Michael Marshall, CEO of S Hotels & Resorts, commented on the partnership, stating, "This collaboration with Ascott is a significant milestone in our UK strategy. These iconic properties are poised to achieve their full potential under The Unlimited Collection, which is known for its distinctive designs that capture the spirit of their surroundings. This rebranding effort is crucial to our long-term vision, and we anticipate that it will contribute significantly to our financial performance in 2024 and beyond."
Kevin Goh, CEO of Ascott and Lodging at CapitaLand Investment, echoed this sentiment, expressing his excitement about the partnership. “We are thrilled to join forces with Singha Estate and S Hotels & Resorts to bring The Unlimited Collection to Europe. These hotels, with their unique histories and cultural significance, perfectly align with the brand’s mission to offer guests an authentic local experience. Ascott’s expertise in hotel conversion will ensure a seamless transition, preserving the character of these storied properties while enhancing their appeal to today’s discerning travelers.”
This collaboration not only enhances the allure of SHR’s UK properties but also sets the stage for further expansion, with plans to introduce The Unlimited Collection to additional key cities across the UK. With a commitment to elevating RevPAR by up to 30% by 2026, this partnership signals a new era of luxury hospitality that harmonizes cultural heritage with modern sophistication.