S Hotels & Resorts (SHR) has partnered with The Ascott Limited to reposition properties in Edinburgh and Leicester under The Unlimited Collection brand, marking its Europe debut, originating from Singapore.
Mercure Edinburgh City Princes Street Hotel and The Grand Hotel Leicester will be rebranded under The Unlimited Collection, focusing on highlighting the unique cultural charms of each property to cater to the growing demand for authentic local experiences.
The strategic move aims to capitalise on the trend of leisure travelers seeking cultural experiences, with Edinburgh and Leicester chosen from SHR’s portfolio as prime locations for conversion into The Unlimited Collection.
The partnership between SHR and Ascott signifies a significant step in enhancing its English and Scottish portfolio, aligning with SHR’s overall strategy and financial goals for 2024 and beyond, with plans to include hotels from two additional key cities in the future.
