Ascott accelerates global expansion of heritage-inspired luxury brand The Crest Collection with over 1,200 new units added

MIDDLE EAST – The Ascott Limited (Ascott), the wholly owned lodging business unit of CapitaLand Investment (CLI), is rapidly expanding its European-born luxury brand, The Crest Collection, in response to rising demand from discerning travellers seeking distinctive, heritage-rich stays.

Over the past six months, the brand has gained significant momentum across East Asia and the Middle East, adding more than 1,200 units through four new signings and one opening.

This growth brings The Crest Collection’s portfolio to 16 properties with over 2,700 units, both operational and in development, spanning 11 countries and 13 cities worldwide.

The Crest Collection is celebrated for its unique positioning as a heritage-inspired luxury brand, offering culturally immersive experiences that reflect the rich history and identity of each location.

Its portfolio includes a diverse mix of serviced residences, hotels, and resorts that blend local heritage with sophisticated design and bespoke hospitality.

As a key component of the Ascott Star Rewards (ASR) programme, The Crest Collection enhances the diversity of luxury options available to members, providing exclusive opportunities to experience heritage-driven stays globally.

Recent expansions include notable properties such as SEN/KA TOKYO by The Crest Collection, marking the brand’s debut in Japan with an opening planned for the second half of 2029.

In China, the brand has strengthened its presence with the opening of Hong Yuan Hotel by The Crest Collection in Haikou, Hainan Province, and a new property slated for mid-2026 in Wuhan’s Donghu New Technology Development Zone.

In the Middle East, Al Mahra Resort by The Crest Collection is set to open in early 2027 on Marjan Island, Ras Al Khaimah, representing the brand’s first resort and UAE debut.

Additionally, The Crest Collection will enter Saudi Arabia with a landmark property in Riyadh scheduled for 2028.

The brand’s expansion builds on its established presence in Southeast Asia, where properties such as La Clef Bangkok by The Crest Collection (opening mid-2025),

The Grand Mansion Menteng in Indonesia, The George Penang in Malaysia, and The Robertson House in Singapore have garnered acclaim for their heritage-rich luxury experiences.

This accelerated expansion aligns with projections that the global luxury travel sector will grow from USUS$1.4 trillion in 2024 to USUS$2.2 trillion by 2030, driven by affluent travellers and younger generations seeking authentic, personalized experiences.

The Crest Collection’s focus on heritage storytelling and unique local narratives positions it to capture this growing market segment by offering luxury that celebrates individuality and cultural depth.

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