The Crest Collection: A New Chapter in Luxury Hospitality
June 5, 2025, 4:27 am
The Crest Collection is on the rise. Ascott Limited, a titan in the hospitality industry, is expanding this luxury brand beyond its European roots. The focus is on East Asia and the Middle East, where the demand for unique, heritage-rich experiences is surging. This expansion is not just about numbers; it’s about crafting stories that resonate with travelers.
In just six months, The Crest Collection has added over 1,200 units across four new locations. The brand now boasts 16 properties in 11 countries. Each property is a canvas, painted with the local culture and history. The goal? To offer guests more than just a place to stay. It’s about immersion in the local narrative.
The upcoming SEN/KA TOKYO marks a significant milestone. Set to open in 2029, it will be the brand’s first foray into Japan. This property will honor its surroundings, located in the historic Yaesu district, once a hub for kimono fabric. The design will reflect this rich heritage, creating a bridge between past and present.
China is also a focal point. The Hong Yuan Hotel in Haikou opened its doors late last year, drawing inspiration from the ancient Maritime Silk Road. It’s a blend of Song Dynasty aesthetics and modern luxury. Guests will find themselves enveloped in history, from the architecture to the culinary offerings. Another property is set to debut in Wuhan’s Optics Valley, further embedding The Crest Collection in China’s cultural tapestry.
The Middle East is not left behind. Al Mahra Resort in the UAE will be the brand’s first resort, opening in 2027. This beachfront property will weave Arabian heritage into its design, offering a luxurious escape that reflects the region’s equestrian legacy. Saudi Arabia will follow suit with a property in Riyadh, promising bespoke hospitality that speaks to local culture.
The Crest Collection is not just expanding; it’s evolving. The brand’s promise, “A Story Behind Every Door,” encapsulates its mission. Each property is designed to offer culturally immersive experiences. The Crest Chronicles, a new brand program, will bring these stories to life through gastronomy, literature, and art. It’s about creating connections, not just transactions.
Luxury travel is changing. The market is projected to grow from $1.4 trillion in 2024 to $2.2 trillion by 2030. This growth is fueled by younger travelers seeking meaningful experiences. They crave authenticity and individuality. The Crest Collection taps into this desire, offering stays that reflect the unique identity of each location.
Ascott’s Chief Growth Officer emphasizes the importance of cultural resonance. Luxury is no longer just about opulence; it’s about emotional connection. Guests want to feel transformed by their experiences. The Crest Collection aims to deliver this through thoughtfully curated hospitality.
La Clef Bangkok, opening in mid-2025, is a prime example. This property will blend French elegance with Thai heritage. It will feature luxurious amenities, including a rejuvenating onsen and a state-of-the-art fitness center. Each apartment will be a testament to the rich legacy of its location, offering a refined experience that speaks to both comfort and culture.
The upcoming properties are not just buildings; they are narratives waiting to unfold. Each location will tell a story, inviting guests to become part of it. The design, the food, the experiences—all will reflect the local culture, creating a tapestry of memories.
The Crest Collection’s expansion is a strategic move. It leverages Ascott’s global commercial ecosystem, ensuring that each property is not just a standalone entity but part of a larger narrative. The flex-hybrid model allows for adaptability, making it easier to respond to the unique demands of each market.
As the brand grows, it remains committed to redefining modern luxury. It’s about more than just providing a place to stay; it’s about crafting experiences that linger long after the journey ends. The focus is on storytelling, on creating moments that resonate with guests.
In a world where luxury can often feel impersonal, The Crest Collection stands out. It embraces individuality and celebrates the stories that shape each destination. This approach is not just refreshing; it’s necessary in today’s travel landscape.
As The Crest Collection spreads its wings, it invites travelers to explore the world through a new lens. Each property is a gateway to a unique experience, a chance to connect with the rich tapestry of culture and history. This is luxury redefined—immersive, meaningful, and deeply personal.
In conclusion, The Crest Collection is more than a brand; it’s a movement. It seeks to transform the way we experience travel. With each new property, it promises to deliver not just luxury, but a narrative that enriches the soul. Ascott is not just building hotels; it’s crafting legacies. The journey has just begun, and the world is watching.
In just six months, The Crest Collection has added over 1,200 units across four new locations. The brand now boasts 16 properties in 11 countries. Each property is a canvas, painted with the local culture and history. The goal? To offer guests more than just a place to stay. It’s about immersion in the local narrative.
The upcoming SEN/KA TOKYO marks a significant milestone. Set to open in 2029, it will be the brand’s first foray into Japan. This property will honor its surroundings, located in the historic Yaesu district, once a hub for kimono fabric. The design will reflect this rich heritage, creating a bridge between past and present.
China is also a focal point. The Hong Yuan Hotel in Haikou opened its doors late last year, drawing inspiration from the ancient Maritime Silk Road. It’s a blend of Song Dynasty aesthetics and modern luxury. Guests will find themselves enveloped in history, from the architecture to the culinary offerings. Another property is set to debut in Wuhan’s Optics Valley, further embedding The Crest Collection in China’s cultural tapestry.
The Middle East is not left behind. Al Mahra Resort in the UAE will be the brand’s first resort, opening in 2027. This beachfront property will weave Arabian heritage into its design, offering a luxurious escape that reflects the region’s equestrian legacy. Saudi Arabia will follow suit with a property in Riyadh, promising bespoke hospitality that speaks to local culture.
The Crest Collection is not just expanding; it’s evolving. The brand’s promise, “A Story Behind Every Door,” encapsulates its mission. Each property is designed to offer culturally immersive experiences. The Crest Chronicles, a new brand program, will bring these stories to life through gastronomy, literature, and art. It’s about creating connections, not just transactions.
Luxury travel is changing. The market is projected to grow from $1.4 trillion in 2024 to $2.2 trillion by 2030. This growth is fueled by younger travelers seeking meaningful experiences. They crave authenticity and individuality. The Crest Collection taps into this desire, offering stays that reflect the unique identity of each location.
Ascott’s Chief Growth Officer emphasizes the importance of cultural resonance. Luxury is no longer just about opulence; it’s about emotional connection. Guests want to feel transformed by their experiences. The Crest Collection aims to deliver this through thoughtfully curated hospitality.
La Clef Bangkok, opening in mid-2025, is a prime example. This property will blend French elegance with Thai heritage. It will feature luxurious amenities, including a rejuvenating onsen and a state-of-the-art fitness center. Each apartment will be a testament to the rich legacy of its location, offering a refined experience that speaks to both comfort and culture.
The upcoming properties are not just buildings; they are narratives waiting to unfold. Each location will tell a story, inviting guests to become part of it. The design, the food, the experiences—all will reflect the local culture, creating a tapestry of memories.
The Crest Collection’s expansion is a strategic move. It leverages Ascott’s global commercial ecosystem, ensuring that each property is not just a standalone entity but part of a larger narrative. The flex-hybrid model allows for adaptability, making it easier to respond to the unique demands of each market.
As the brand grows, it remains committed to redefining modern luxury. It’s about more than just providing a place to stay; it’s about crafting experiences that linger long after the journey ends. The focus is on storytelling, on creating moments that resonate with guests.
In a world where luxury can often feel impersonal, The Crest Collection stands out. It embraces individuality and celebrates the stories that shape each destination. This approach is not just refreshing; it’s necessary in today’s travel landscape.
As The Crest Collection spreads its wings, it invites travelers to explore the world through a new lens. Each property is a gateway to a unique experience, a chance to connect with the rich tapestry of culture and history. This is luxury redefined—immersive, meaningful, and deeply personal.
In conclusion, The Crest Collection is more than a brand; it’s a movement. It seeks to transform the way we experience travel. With each new property, it promises to deliver not just luxury, but a narrative that enriches the soul. Ascott is not just building hotels; it’s crafting legacies. The journey has just begun, and the world is watching.