The Ascott Limited fast-tracks expansion for The Crest Collection
CapitaLand Investment’s hospitality arm The Ascott Limited (Ascott) is accelerating the worldwide expansion of its European-born luxurious model The Crest Collection in response to rising demand from luxurious travellers for distinctive, heritage-rich stays.
Over the previous six months, the model has gained sturdy momentum throughout East Asia and the Middle East, including over 1,200 models from 4 new signings and one opening.
The portfolio now contains 16 properties with over 2,700 models, each operational and within the pipeline, throughout 11 international locations and 13 cities.
As a key model throughout the Ascott Star Rewards (ASR) programme, The Crest Collection enhances the range of the ASR portfolio, providing members a broader vary of luxurious choices and extra alternatives to expertise heritage-inspired stays world wide.
A rising variety of luxurious properties
Among the most recent additions in East Asia is SEN/KA TOKYO by The Crest Collection, set to open within the second half of 2029, marking the model’s debut in Japan.
Also contributing to development within the area are two developments in China: Hong Yuan Hotel by The Crest Collection, which opened in Haikou, Hainan Province, on the finish of final yr, and a property slated to open by mid-2026 in Wuhan’s Donghu New Technology Development Zone, generally often called Optics Valley.
In the Middle East, Al Mahra Resort by The Crest Collection, the model’s first resort and its debut within the United Arab Emirates, will open in early 2027, to be adopted by the model’s first property in Saudi Arabia, opening in Riyadh in 2028.
This expansion into East Asia and the Middle East builds on the model’s rising traction in Southeast Asia.
La Clef Bangkok by The Crest Collection, set to open in mid-2025, will turn into the model’s fourth property within the area, following the 2023 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.
Meanwhile, the model’s seven different operational and pipeline properties are positioned throughout Europe, the place The Crest Collection was first established in 2016.
A rising curiosity in luxurious lodging
Ascott’s chief development officer Serena Lim opines that curiosity in luxurious stays is growing inside Asia and the Middle East, pushed by travellers in search of significant connections to the area’s wealthy tradition and heritage.
Lim mentioned: “The Crest Collection meets this aspiration with its ‘A Story Behind Every Door’ brand promise, delivering culturally immersive experiences enriched by each property’s distinctive identity, while enabling owners to tap into the strength of Ascott’s global commercial ecosystem.”
Lim added that The Crest Collection is extremely conversion-friendly, adapting seamlessly throughout serviced residences, accommodations, resorts and different lodging sorts.
As she places it: “While latest signings spotlight new builds such because the model’s first resort, its adaptability additionally makes it ultimate for property conversions that allow swift time-to-market. By tailoring options to the distinctive calls for of every location, our market-driven strategy empowers us to reply to evolving traveller expectations with agility and ship sustained worth for homeowners.”
This acceleration of expansion is well timed, given how the worldwide luxurious journey sector is projected to develop from US$1.4 trillion in 2024 to US$2.2 trillion by 2030, pushed not simply by affluence among the many rich but additionally by youthful travellers who’re keen to pay high greenback for significant experiences.
With luxurious travellers drawn to locations that excite, together with shocking environments and experiences that talk to their individuality, it’s clear that the true essence of luxurious lies in celebrating distinctive tales moderately than uniformity.