The Ascott Limited (Ascott), a wholly owned hospitality arm of CapitaLand Investment (CLI), is fast-tracking the global expansion of its distinguished luxury brand, The Crest Collection, in response to growing demand from wealthy travelers in search of distinctive, heritage-inspired stays. In the past six months, The Crest Collection has experienced significant growth in East Asia and the Middle East, with more than 1,200 units added through four new collaborations. The brand now boasts a portfolio of 16 properties, totaling over 2,700 units, both operational and under development, across 11 countries and 13 cities.

As an integral part of the Ascott Star Rewards (ASR) program, The Crest Collection further enhances the ASR offering by providing members with a broader array of luxury stays, all while emphasizing heritage-inspired accommodations across the globe.

The latest phase of expansion in East Asia includes the upcoming SEN/KA TOKYO by The Crest Collection, set to open in the latter half of 2029, marking the brand’s inaugural entry into Japan. In China, The Crest Collection is continuing its growth with the launch of Hong Yuan Hotel by The Crest Collection in Haikou, Hainan Province, at the close of 2024, followed by a new property in Wuhan’s Donghu New Technology Development Zone, expected to open by mid-2026. In the Middle East, the brand is preparing for its debut in the UAE with Al Mahra Resort by The Crest Collection, slated to open in early 2027, and its first property in Saudi Arabia, set to open in Riyadh in 2028.

The brand’s expansion into East Asia and the Middle East builds upon its increasing success in Southeast Asia. La Clef Bangkok by The Crest Collection, set to open in mid-2025, will mark the brand’s fourth property in Southeast Asia. This follows the debut of The Grand Mansion Menteng by The Crest Collection in Indonesia, The George Penang by The Crest Collection in Malaysia, and The Robertson House by The Crest Collection in Singapore, all launched in 2023. Furthermore, the brand is expanding across Europe, where it was originally established in 2016, with seven more properties either operational or in development.

The luxury travel industry is expected to expand from US$1.4 trillion in 2024 to US$2.2 trillion by 2030, fueled not only by the wealth of affluent individuals but also by younger travelers who are eager to invest in memorable and meaningful experiences. As luxury travelers seek out destinations that inspire and offer distinctive environments that reflect their personal preferences, it’s evident that the true essence of luxury resides in embracing unique stories rather than conforming to a standard.

Heritage-Inspired Narratives Fuel The Crest Collection’s Growing Luxury Portfolio

As The Crest Collection continues to grow, its commitment to heritage-inspired hospitality becomes increasingly evident. Every new property brings the essence of local culture to the forefront, blending design, storytelling, and immersive experiences for guests.

Set to open in mid-2025, La Clef Bangkok by The Crest Collection will be located near the Thong Lo BTS station, in the culturally rich Sukhumvit Soi 38 neighborhood. This 115-unit luxury serviced residence seamlessly blends the sophistication of French Art de Vivre with the deep-rooted traditions of Thai heritage. Guests will indulge in high-end amenities, including an exquisite swimming pool, a rejuvenating onsen, a welcoming residents’ lounge, and a fully equipped fitness center. Positioned near premier shopping, vibrant entertainment, and top-tier medical services, the property features an elegant range of studio and one- to two-bedroom apartments, each thoughtfully designed to capture the area’s historical charm and timeless appeal.

The Crest Collection will also make its debut in Japan with SEN/KA TOKYO, set to be part of the iconic Yaesu 1-Chome North District Type 1 Urban Redevelopment Project, close to Tokyo Station in the Yaesu district. The name “SEN/KA” honors the area’s historical roots as Gofuku-cho, or Kimono Fabric Town, during the Edo period. Once a hub for esteemed kimono fabric merchants serving the shogunate and Imperial Household, the district’s legacy of meticulous craftsmanship will be woven into the hotel’s design and narrative. This luxury hotel will feature 92 rooms, catering to both short and extended stays, and will offer guests a deep connection to Tokyo’s rich cultural past.

Hong Yuan Hotel by The Crest Collection in Haikou, China, draws inspiration from the city’s historical role as a vital port along the ancient Maritime Silk Road. Situated in the Jiangdong New District of the Hainan Free Trade Port, this 261-room hotel masterfully combines Song Dynasty design elements with modern luxury. The hotel’s atmosphere is enriched by copper screen partitions in the lobby, architecture echoing the Song era, and Chinese artworks depicting maritime trade in the dining area, all of which celebrate Haikou’s significant contribution to global cultural and commercial exchanges. The upcoming property in Wuhan’s Optics Valley will further expand The Crest Collection’s presence in China, offering a design narrative inspired by the city’s rich academic and technological heritage at the heart of a national high-tech development zone.

Situated on Marjan Island in Ras Al Khaimah, Al Mahra Resort by The Crest Collection derives its name from the Arabic word “mahra,” which refers to a young female horse, symbolizing grace, strength, and nobility in Bedouin culture. These qualities are reflected in the resort’s 539 beachfront rooms, where traditional Arabian heritage seamlessly merges with contemporary design. The resort promises a unique experience inspired by the UAE’s equestrian and cultural traditions.

The Crest Collection will also mark its debut in Saudi Arabia with a property in Riyadh, offering an exclusive hospitality experience deeply inspired by local culture. Nestled along King Fahd Road, the hotel will be ideally positioned amidst major commercial and lifestyle centers. It will offer a diverse range of accommodations, including sophisticated hotel rooms, serviced apartments, and luxurious suites, designed to serve both business and leisure guests. Visitors can look forward to top-tier amenities, including specialty dining options, a distinctive ‘Reading Room’ lounge and café, comprehensive wellness facilities featuring a pool and gym, as well as versatile meeting spaces for all professional needs.

The Crest Chronicles: Celebrating Heritage and Hospitality at The Crest Collection

The Crest Chronicles brand programme brings the rich tapestry of heritage to life across The Crest Collection’s properties, offering an array of immersive experiences in gastronomy, literature, architecture, art, and performance. This unique series of events invites guests to explore the captivating stories of each destination, unveiling the history and cultural legacy behind every door.

At La Clef Champs-Élysées Paris by The Crest Collection, the flagship property that launched the brand, guests have the opportunity to experience Cognac Heritage Tastings. These events showcase three distinguished eaux-de-vie—Hennessy, A.E. Dor, and Koya—inviting guests on a sensory journey through the fine art of cognac and brandy. This exclusive tasting experience is inspired by the history of the former Hennessy family mansion, now home to the hotel. Meanwhile, La Clef Tour Eiffel Paris by The Crest Collection will host a Literary Display in its lobby, opening in mid-June, highlighting the 1889 Exposition Universelle and offering history buffs a chance to dive deeper into this iconic event.

In Haikou, China, Hong Yuan Hotel by The Crest Collection immerses visitors in the cultural legacy of the Song Dynasty, the foundation of its design inspiration. The hotel presents “The Four Refinements of the Song Dynasty” as a year-round programme, offering a variety of enriching experiences, including tea tastings, floral arrangement workshops, incense making, art appreciation, and guqin performances. Guests can also enjoy a specially curated culinary menu that celebrates the 24 solar terms of Chinese culture, designed to promote wellness, relaxation, and seasonal nourishment.

Beginning in early June in Singapore, cocktail enthusiasts can raise their glasses to the fascinating history of The Robertson House by The Crest Collection with a series of immersive cocktail workshops. These sessions will highlight the rich heritage of the area, offering participants a chance to explore expertly crafted spirits while uncovering the story behind the locale.

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