Key points
- S), has embarked on a bold transformation of two of its most storied properties in the United Kingdom, repositioning them under The Unlimited Collection by The Ascott Limited in a move that signals both strategic ambition and renewed confidence in the European market.
- Located on Granby Street in the city centre, the hotel offers convenient access to Leicester Railway Station and the city’s commercial and cultural districts.
- By generating employment opportunities and fostering collaboration with local creative communities and entrepreneurs, the hotel is positioned not only as a hospitality venue but also as a catalyst for economic and cultural renewal.
International Hotel News: S Hotels & Resorts Public Company Limited (SET: SHR), the hospitality arm of Singha Estate Public Company Limited (SET: S), has embarked on a bold transformation of two of its most storied properties in the United Kingdom, repositioning them under The Unlimited Collection by The Ascott Limited in a move that signals both strategic ambition and renewed confidence in the European market. The revamp of Mount Royal Hotel Edinburgh and The Grand Hotel Leicester is more than a cosmetic upgrade; it is a decisive shift toward lifestyle-driven hospitality that places heritage, authenticity, and experience at the heart of the guest journey. This International Hotel News report underscores how SHR is leveraging brand partnerships and asset enhancement to unlock new value in mature yet high-potential destinations.
Image Credit: S Hotels and Resorts
The integration of the two landmark hotels into The Unlimited Collection brand reflects SHR’s long-term asset upgrade strategy. The brand itself is known for celebrating the distinct character of each property, allowing individual hotels to retain their soul while benefiting from the strength of a global hospitality network. For SHR, this approach provides the flexibility to highlight local narratives while simultaneously elevating operational standards and global reach. The company’s leadership believes that modern travelers are no longer satisfied with standardized stays; instead, they seek properties that tell a story, connect with local culture, and offer immersive experiences rooted in place.
A New Chapter for Edinburgh’s Historic Landmark
Mount Royal Hotel Edinburgh, now operating as Mount Royal Hotel Edinburgh by The Unlimited Collection, completed its rebranding in the fourth quarter of 2024. Situated prominently on Princes Street, the hotel commands sweeping views of Edinburgh Castle, Princes Street Gardens, and the city’s historic Old Town. Originally known as the Royal Hotel in the early 1800s, the property has long been woven into the fabric of Scotland’s capital.
The renovation introduces 169 refreshed rooms that harmoniously blend Scottish heritage with contemporary comfort. Interiors draw inspiration from the lush greenery of nearby gardens, incorporating natural tones, layered textures, and subtle Scottish motifs. Large windows frame panoramic city views, while updated public spaces, including the bar and restaurant, have been redesigned as vibrant social hubs appealing to both travelers and local residents.
Image Credit: S Hotels and Resorts
Its enviable location opposite the Scott Monument and near the National Gallery further enhances its appeal. As Edinburgh continues to thrive as a year-round destination for festivals, culture, and business, the repositioned hotel stands poised to capture demand from both international tourists and domestic visitors seeking centrally located accommodation with character.
Leicester’s Victorian Grandeur Reimagined
Meanwhile, The Grand Hotel Leicester has undergone a comprehensive restoration and modernization, with its official reopening slated for this month. An architectural jewel dating back to the early 1900s, it remains Leicester’s only surviving original Victorian hotel. Over the decades, the property has welcomed distinguished guests, including members of the British royal family and historic figures such as Winston Churchill.
Located on Granby Street in the city centre, the hotel offers convenient access to Leicester Railway Station and the city’s commercial and cultural districts. The renovation has carefully preserved defining architectural features such as grand staircases, soaring ceilings, and intricate detailing, while seamlessly integrating modern design elements.
Particular attention has been given to the King’s Room, the city’s largest and most historic ballroom. Restored with painstaking care, original materials including wood, marble, and sandstone have been retained wherever possible. The hotel now offers 104 newly designed guest rooms, each with its own unique layout and character, as well as flexible meeting and event spaces tailored to contemporary needs.
Beyond aesthetics, the reopening is expected to contribute to Leicester’s broader urban revitalization efforts. By generating employment opportunities and fostering collaboration with local creative communities and entrepreneurs, the hotel is positioned not only as a hospitality venue but also as a catalyst for economic and cultural renewal.
Strengthening the UK Portfolio
The transformation of these two properties marks a pivotal phase in SHR’s broader UK growth strategy. By partnering with The Ascott Limited, SHR gains access to global distribution channels and the Ascott Star Rewards (ASR) loyalty program, which is designed to drive repeat business and deepen guest engagement.
Image Credit: S Hotels and Resorts
Early indicators suggest that the strategy is already delivering results. Edinburgh hotels under SHR’s portfolio reported occupancy rates approaching 98 percent in the third quarter of 2025, reflecting strong demand and effective repositioning. The integration under The Unlimited Collection is expected to further enhance brand visibility and performance across the UK market.
Michael Marshall, Chief Executive Officer of S Hotels & Resorts, emphasized that the initiative aligns with the company’s ongoing organizational transformation. He noted that SHR is redefining how it connects with brands, guests, and communities, ensuring that each property resonates with modern hospitality values. In Europe, expanding The Unlimited Collection portfolio allows SHR to create destination-connected hotels that cultivate meaningful guest engagement while generating sustainable long-term returns. This builds upon the company’s success in strengthening the Sai Hotels & Resorts brand across the Asia Pacific region.
Driving Sustainable Growth Through Heritage
At its core, SHR’s strategy balances commercial ambition with cultural stewardship. By preserving the historical essence of Mount Royal Hotel Edinburgh and The Grand Hotel Leicester while upgrading facilities to meet contemporary expectations, the company demonstrates that heritage assets can remain competitive in a rapidly evolving marketplace.
The emphasis on authenticity, local partnerships, and experiential travel reflects broader industry trends. Travelers increasingly seek properties that provide a sense of place, whether through design, culinary offerings, or community engagement. The Unlimited Collection framework enables SHR to deliver precisely that, without sacrificing the efficiencies and brand equity of a global network.
As SHR looks ahead, plans are underway to rebrand additional key UK properties under The Unlimited Collection, signaling sustained commitment to the market. The company’s international portfolio, guided by Thai-inspired hospitality values and global service standards, continues to expand across high-potential destinations worldwide.
With these landmark transformations in Edinburgh and Leicester, SHR is not merely renovating buildings; it is reshaping narratives, revitalizing city icons, and reinforcing its standing as a dynamic force in international hospitality. The careful fusion of past and present positions the company to capture the evolving preferences of global travelers while strengthening its competitive edge in Europe. As market conditions remain favorable and brand partnerships deepen, SHR’s UK evolution appears set to gather even greater momentum in the years ahead.
For more on The Unlimited Collection, visit:
https://www.discoverasr.com/en/the-unlimited-collection
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