The Ascott Limited is expanding the global presence of its European-born luxury brand, The Crest Collection, with a strategic move into East Asia and the Middle East. The brand, which has been known for offering heritage-inspired stays, is entering Japan, China, the UAE and Saudi Arabia, introducing its first resort, and adding over 1,200 units through four new signings and one opening.
The Crest Collection has expanded to 16 properties, covering more than 2,700 units in 11 countries and 13 cities. This expansion is aligned with what today’s luxury travellers are looking for: stays that go beyond the standard and connect with local culture. Through the Ascott Star Rewards (ASR) programme, members can now access a wider range of these experience-driven stays.
In East Asia, SEN/KA TOKYO by The Crest Collection is scheduled to open in the second half of 2029. Located in the Yaesu district near Tokyo Station, the property is part of the Yaesu 1-Chome North District Type 1 Urban Redevelopment Project. The name refers to the area’s Edo-period identity as Gofuku-cho—once known for kimono fabric shops favoured by the shogunate and Imperial Household. The 92-room hotel-in-residence will feature short- and extended-stay accommodations, with design and storytelling shaped by the area’s history of refined craftsmanship.
In China, Hong Yuan Hotel by The Crest Collection opened at the end of 2023 in Haikou, Hainan Province. The 261-key hotel is located in Jiangdong New District within the Hainan Free Trade Port. Its interiors take cues from Song Dynasty aesthetics, seen in copper screen partitions, traditional architecture, and artwork depicting ancient maritime trade. Haikou’s role in global exchange through the Maritime Silk Road is reflected across the design, from the lobby to the restaurant. Another property will open in Wuhan by mid-2026 in Optics Valley, known for its academic institutions and technology-driven industries.
The brand is also growing in the Middle East, with Al Mahra Resort by The Crest Collection set to open in early 2027. Located on Marjan Island in Ras Al Khaimah, the resort is named after the Arabic word “mahra,” which means a young female horse—a symbol of strength and grace in Bedouin culture. With 539 keys and a beachfront location, the resort will combine Arabian cultural elements with contemporary design.
In Saudi Arabia, The Crest Collection will open its first property in 2028 in Riyadh. The property will be situated on King Fahd Road, close to commercial and lifestyle districts. It will feature hotel rooms, serviced apartments, and suites, as well as specialty dining outlets, a wellness centre with treatment rooms, gym and pool, and a ‘Reading Room’ café and lounge. Meeting and multifunctional event spaces will also be part of the offering.
The growth in these regions builds on the brand’s expansion across Southeast Asia. La Clef Bangkok by The Crest Collection, opening in mid-2025, will be the brand’s fourth property in the region. Located near Thong Lo BTS station on Sukhumvit Soi 38, the 115-unit luxury serviced residence will offer a mix of studios and one- to two-bedroom apartments. Guests will have access to a pool, onsen, residents’ lounge and fitness centre. The design combines French Art de Vivre with Thai heritage. Other regional properties include The Grand Mansion Menteng in Indonesia, The George Penang in Malaysia and The Robertson House in Singapore.
Serena Lim, Chief Growth Officer, Ascott, said, “Interest in luxury stays continues to rise in Asia and the Middle East, driven by travellers seeking meaningful connections to the region’s rich culture and heritage. 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. Supported by our flex-hybrid model and multi-typology brand strategy, The Crest Collection is highly conversion-friendly, adapting seamlessly across serviced residences, hotels, resorts and other accommodation types.”
The brand’s global positioning is supported by The Crest Chronicles—a new programme celebrating the stories behind each property. Events span gastronomy, literature, design and performance, offering guests a deeper look into each location’s culture. In Paris, La Clef Champs-Élysées hosted a Cognac Heritage Tasting with Hennessy, A.E. Dor and Koya, reflecting the history of the former Hennessy mansion now home to the hotel. La Clef Tour Eiffel will unveil a literary installation in mid-June focused on the 1889 Exposition Universelle.
In Haikou, Hong Yuan Hotel has launched activities themed around “The Four Refinements of the Song Dynasty,” including tea tastings, incense workshops and guqin performances. The hotel’s dining menu changes with the 24 solar terms, emphasising wellness and seasonal balance. In Singapore, The Robertson House will host cocktail workshops from early June that highlight the area’s past through custom-created drinks.
Tan Bee Leng, Chief Commercial Officer, Ascott, said, “Curating experiences that resonate with the expectations of the most discerning travellers has become the currency of modern luxury. Our most affluent guests are seeking emotional connection, personal transformation and cultural resonance. By integrating heritage narratives with thoughtfully curated hospitality, The Crest Collection offers our guests a luxurious and storied experience… This approach allows us to offer timeless sophistication, elevated by bespoke touches that reflect the spirit of each destination.”
The expansion comes as the global luxury travel market is projected to reach US$2.2 trillion by 2030, driven by both high-net-worth individuals and younger travellers willing to spend more on personal, meaningful experiences. Ascott’s move to scale The Crest Collection in East Asia and the Middle East is a practical response to this shift, focusing on variety through conversions and new builds, without relying on uniformity.
