Experiential Travel: A Growing Trend
Experiential travel has seen a surge in popularity, with studies like the 2023 Global Travel Trends Report by American Express revealing that 85% of travelers seek destinations that offer authentic and culturally rich experiences. Modern holidaymakers are less interested in ticking off popular tourist spots and more focused on activities that provide a true sense of place. Whether it’s participating in a traditional cooking class, hiking with local guides, or volunteering in community projects, travelers are choosing activities that foster meaningful connections and personal growth.
This trend is driven by a desire to break away from the digital confines of modern life and engage in real-world interactions. Social media plays a key role, with travelers often seeking unique experiences to share with their networks, making authenticity and exclusivity the new benchmarks for travel.
The Unlimited Collection’s Refresh: A Response to Modern Demands
Recognizing this shift, The Unlimited Collection has reimagined its approach to hospitality, focusing on authentic local experiences. Tan Bee Leng, Chief Commercial Officer at Ascott, highlighted that today’s travelers are willing to invest in culturally immersive stays. She noted that The Unlimited Collection aims to connect guests with the soul of their destinations through thoughtful design, curated experiences, and meaningful cultural encounters.
Launched in 2020, the brand initially introduced a portfolio of independent hotels designed to reflect the unique aesthetics and character of their locations. This approach has since evolved into a broader commitment to providing guests with a sense of discovery, offering stays that are not just accommodations but gateways to deeper cultural appreciation.
Expanding Horizons: From Singapore to Global Destinations
The Unlimited Collection’s journey began in Singapore, where it debuted with three properties: Ann Siang House, KēSa House, and Wanderlust. Each location emphasizes local heritage and design, with Ann Siang House, for instance, nestled in the culturally rich district of Chinatown. These properties combine modern luxury with historical narratives, allowing guests to explore Singapore’s vibrant history and dynamic urban culture.
Building on its success, The Unlimited Collection expanded globally. In December 2023, it launched its first resort property, Anmira Resort & Spa Hoi An in Vietnam. This resort blends cultural authenticity with luxury, featuring collaborations with local artists and makers. Guests can also shop for unique local crafts at the on-site U Shop, adding a tangible memory of their stay.
Europe: A New Frontier
The brand’s growth has extended into Europe, with properties such as the Temple Bar Hotel Dublin by The Unlimited Collection, set to open in 2025. Located in the cultural heart of Dublin, the hotel offers a vibrant atmosphere enriched by Irish music, art, and history. With its U Bar concept, the property invites guests to experience local Irish culture while enjoying contemporary amenities.
In the UK, the Mount Royal Hotel Edinburgh by The Unlimited Collection has established itself as a haven for travelers seeking a blend of tradition and adventure. Situated in Edinburgh, the property celebrates the city’s literary and whisky heritage, offering panoramic views of Edinburgh Castle and the surrounding landmarks.
Plans for Future Expansion
The Unlimited Collection is on track to further expand, with new locations planned across Asia, Europe, and North Africa. Upcoming properties include destinations such as Marrakech (Morocco), Penang (Malaysia), Leicester (United Kingdom), Batam (Indonesia), Hanoi (Vietnam), and Guangzhou (China). Each property will aim to create unique cultural experiences tailored to the destination, continuing the brand’s mission to offer immersive stays.
Impact on the Travel Industry
The Unlimited Collection’s focus on experiential travel signals a larger trend in the hospitality sector. By prioritizing local connections and unique designs, the brand has redefined how travelers view accommodations. This approach has broad implications for the travel industry:
For Hotels and Operators:
- Enhanced Guest Experiences: Hotels must move beyond providing comfort and instead deliver meaningful cultural engagements.
- New Revenue Streams: Collaborations with local artists and makers, such as the U Shop, open up opportunities for retail experiences tied to the destination.
For Travelers:
- Deeper Connections: Travelers can form genuine connections with local cultures, creating memories that go beyond the typical tourist experience.
- Personal Growth: Immersive stays encourage guests to step out of their comfort zones, enriching their travel experiences.
Global Impacts of Experiential Travel
As experiential travel becomes a global phenomenon, its impact extends far beyond individual trips. Social media has amplified the demand for unique and authentic experiences, with travelers increasingly influencing one another through shared stories and visuals. Destinations that align with this trend, like those featured in The Unlimited Collection, are well-positioned to attract this emerging segment of travelers.
This movement also encourages sustainability, as experiential travel often involves smaller, locally owned businesses and eco-friendly practices. By promoting local economies and preserving cultural heritage, brands like The Unlimited Collection are contributing to a more sustainable tourism model.
A Bright Future for Experiential Hospitality
The Unlimited Collection’s transformation underscores the growing importance of authenticity in the travel industry. As the brand continues to expand its global footprint, it sets a benchmark for other hospitality providers aiming to capture the experiential travel market. With properties that celebrate local culture and design, The Unlimited Collection invites travelers to embark on journeys that are not just vacations but meaningful adventures.
Tags: The Ascott Limited, authentic, immersive experiences, The Unlimited Collection