Ascott’s Crest Collection Expansion Paves Way for Distinctive Luxury Experiences

The Response to Growing Demand for Heritage-Inspired Stays

Ascott Limited, the hospitality arm of CapitaLand Investment, is intensifying its global expansion efforts for The Crest Collection, a luxury brand originating in Europe. This move comes as a result of an increasing demand from travelers looking for unique, heritage-rich lodging experiences.

In just the past six months, The Crest Collection has made notable progress, adding over 1,200 units through four new signings and one opening. Currently, the portfolio encompasses 16 properties with more than 2,700 units, which include both operational and planned sites across 11 countries and 13 cities.

As a pivotal brand within the Ascott Star Rewards (ASR) program, The Crest Collection enhances the offerings available to members, providing a wider array of luxury stays inspired by various cultures and histories across the globe.

A Growing Number of Luxurious Properties

One of the flagship additions includes SEN/KA TOKYO by The Crest Collection, which will debut in Japan during the latter half of 2029. Two key properties in China also contribute to this expansion: the recently opened Hong Yuan Hotel in Haikou, Hainan Province, and another set to launch by mid-2026 in Wuhan’s Donghu New Technology Development Zone.

In the Middle East, the first resort, Al Mahra Resort by The Crest Collection, is slated to welcome guests in early 2027, followed by a property in Riyadh, Saudi Arabia, that is anticipated to open in 2028.

This growth marks a significant step forward in the brand’s influence not only in East Asia but also throughout Southeast Asia. Noteworthy properties include La Clef Bangkok, which is expected to open in mid-2025, adding to the rich tapestry of locations that now includes The Grand Mansion Menteng in Indonesia, The George Penang in Malaysia, and The Robertson House in Singapore.

Rising Interest in Luxury Accommodations

According to Ascott’s chief growth officer, a marked interest in luxury stays continues to rise across Asia and the Middle East. This trend reflects travelers’ desires for authentic connections with the distinct cultural narratives of the region.

Ascott emphasizes its commitment to providing unique experiences through its ‘A Story Behind Every Door’ brand promise, which encourages guests to immerse themselves in the individuality of each property. This adaptability allows for various accommodation types, making the brand a prime choice for both new developments and property conversions.

Looking ahead, predictions for the luxury travel sector suggest substantial growth, with estimates climbing from US$1.4 trillion in 2024 to US$2.2 trillion by 2030. This surge is driven by both affluent travelers and a younger demographic willing to invest in memorable experiences.

With luxury seekers drawn to diverse destinations, it proves true that authenticity—whether through unique experiences or distinctive stories—plays a crucial role in shaping their travel decisions.

Exploring Opportunities for Travelers

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