APAC: Ascott, the hospitality arm of CapitaLand InvestmentThe Crest Collection is the luxury brand of. This marks a strategic entry into East Asia and Middle East.
In the last six-month period, the brand The company has increased its global portfolio from 16 properties to 13 cities by adding more than 1,200 new units in Japan, China and the UAE.
SEN/KA TOKYO is the latest addition to The Crest Collection’s portfolio. It will be the brand’s first property in Japan and open in 2029.
The Yaesu 1Chome North District Redevelopment Project in Tokyo will include the hotel.
Hong Yuan Hotel from The Crest Collection opened in Haikou (China) recently, and a new development in Wuhan’s high tech Optics Valley is currently underway.
Al Mahra Resort will be the first resort of The Crest Collection to open in Saudi Arabia, on Marjan Island in Ras Al Khaimah, in 2027.
These properties will add to the growth of the brand in Southeast Asia. La Clef Bangkok is scheduled to open in mid-2025. That brings the total in the region to four.
Ascott launched The Crest Chronicles to support its expansion. This inaugural brand program celebrates the heritage behind each property.
Serena Lim Chief Growth Officer at AscottThe 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. 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.
“Our flex-hybrid brand strategy and flex-hybrid design model support The Crest Collection’s ability to adapt seamlessly across hotels, resorts, serviced residences and other types of accommodation. The adaptability of the Crest Collection makes it perfect for conversions, allowing a quick time-to market. Recent signings include new builds like the first resort under the brand. Our market-driven strategy allows us to adapt to changing traveller demands and provide value to owners by tailoring solutions for each location.
Highlights:
• Ascott has added more than 1,200 units to The Crest Collection in Japan, China, UAE, and Saudi Arabia.
• SEN/KA TOKYO will mark the brand’s debut in Japan in 2029.
• Al Mahra Resort in Ras Al Khaimah will be The Crest Collection’s first resort.
• The Crest Collection now includes 16 properties across 13 cities worldwide.
