Ascott expands Crest Collection into East Asia and the Middle East

This article was written by Boutique Hotel News. Click here to read the original article

Reading Time: 2 minutes

APAC: Ascott, the hospitality arm of CapitaLand Investment, is accelerating the global expansion of its luxury brand The Crest Collection, marking a strategic move into East Asia and the Middle East.

Over the last six months, the brand has added more than 1,200 units across Japan, China, the UAE and Saudi Arabia, increasing its global portfolio to 16 properties in 13 cities.

Among the latest additions is SEN/KA TOKYO by The Crest Collection, opening in 2029 as the brand’s first property in Japan.

The hotel will form part of the Yaesu 1-Chome North District redevelopment project in Tokyo.

Also in East Asia, Hong Yuan Hotel by The Crest Collection recently opened in Haikou, China, while a new development is underway in Wuhan’s high-tech Optics Valley district.

The Crest Collection’s first resort, Al Mahra Resort, is set to open on Marjan Island, Ras Al Khaimah in 2027, followed by the brand’s Saudi Arabian debut in Riyadh in 2028.

These new properties add to the brand’s growth in Southeast Asia, which includes the upcoming opening of La Clef Bangkok in mid-2025, bringing the total to four properties in the region.

To support the expansion, Ascott has launched The Crest Chronicles, an inaugural brand programme celebrating the heritage stories behind each property.

Serena Lim, chief growth officer at 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. While recent signings highlight new builds such as the brand’s first resort, its adaptability also makes it ideal for property conversions that enable swift time-to-market. By tailoring solutions to the unique demands of each location, our market-driven approach empowers us to respond to evolving traveller expectations with agility and deliver sustained value for owners,” she added.