Ascott Expands The Crest Collection Across East Asia and the Middle East

Singapore: The Ascott Limited (Ascott) is ramping up the international growth of its European-born luxury brand, The Crest Collection, to meet rising demand from luxury travellers seeking authentic, heritage-rich experiences. In the past six months alone, the brand has gained strong traction across East Asia and the Middle East, securing over 1,200 units through four new signings and one opening.

The Crest Collection’s portfolio now features 16 properties with more than 2,700 units — both operational and in development — across 11 countries and 13 cities. As a premium tier of the Ascott Star Rewards (ASR) loyalty programme, the brand enhances ASR’s luxury offering, inviting members to explore even more distinctive, culturally inspired destinations.

Expanding Footprint Across East Asia and the Middle East

Building on its Southeast Asian presence, The Crest Collection continues to grow with La Clef Bangkok set to open in mid-2025. This will be the brand’s fourth property in the region, joining The Grand Mansion Menteng (Indonesia), The George Penang (Malaysia), and The Robertson House (Singapore).

In East Asia, the brand is making a bold debut in Japan with SEN/KA TOKYO, opening in 2029 as part of Tokyo’s landmark Yaesu 1-Chome redevelopment. Two more projects in China are also underway: Hong Yuan Hotel (now open in Haikou) and an upcoming site in Wuhan’s Optics Valley, slated for mid-2026.

Meanwhile, the brand’s Middle East presence is rapidly expanding. The upcoming Al Mahra Resort in the UAE’s Ras Al Khaimah (early 2027) will mark The Crest Collection’s first resort and its entry into the Emirates. This will be followed by a Riyadh debut in 2028, further solidifying the brand’s reach in the Gulf region.

Serena Lim, Chief Growth Officer, 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.”

Riding the Luxury Travel Wave

With the global luxury travel market projected to soar from US$1.4 trillion in 2024 to US$2.2 trillion by 2030, The Crest Collection is perfectly positioned to meet the evolving expectations of a new generation of high-end travellers — particularly those seeking meaningful, story-driven experiences over traditional opulence.

Each property under The Crest Collection brings a distinct cultural narrative to life through design, architecture, and immersive guest experiences.

A Glimpse into the Collection’s Newest Icons

• La Clef Bangkok merges French elegance with Thai charm near Sukhumvit Soi 38, offering 115 luxury serviced residences and amenities including a rooftop pool, onsen, and residents’ lounge.
• SEN/KA TOKYO pays homage to the area’s Edo-period legacy as a kimono fabric hub, blending heritage craftsmanship with contemporary luxury across 92 rooms in a prime Tokyo location.
• Hong Yuan Hotel in Haikou channels the spirit of the Maritime Silk Road through Song Dynasty-inspired architecture, copper accents, and murals of ancient trade scenes.
• Wuhan’s upcoming hotel in Optics Valley will tell the story of the city’s innovation-driven identity, making it a fitting addition in China’s technology hub.
• Al Mahra Resort in Ras Al Khaimah, named after the Arabic word for a young horse, will celebrate Bedouin heritage with 539 beachfront keys, blending Arabian design with modern comforts.
• The Riyadh property will offer tailored hospitality inspired by Saudi heritage, featuring refined rooms, suites, and serviced residences alongside specialty dining, wellness facilities, and business spaces.

Tan Bee Leng, Chief Commercial Officer, Ascott said: “Curating experiences that resonate with the expectations of the most discerning travellers has become the currency of modern luxury. Our most affluent guests are seeking emotional connection, personal transformation and cultural resonance. By integrating heritage narratives with thoughtfully curated hospitality, The Crest Collection offers our guests a luxurious and storied experience rooted in the unique identity of each property and its locale. Defined not only by what is provided, but by what is remembered, every stay at a Crest Collection property reflects Ascott’s boutique lens on luxury – one that nurtures individuality and crafts hyper-localised, distinctive experiences that engage all the senses. This approach allows us to offer timeless sophistication, elevated by bespoke touches that reflect the spirit of each destination. As The Crest Collection expands from Europe to Asia and the Middle East, we remain dedicated to redefining modern luxury through evocative, story-driven experiences that deliver meaningful moments with purpose and creativity.”

Introducing “The Crest Chronicles”: Stories Behind Every Stay

Bringing each destination’s legacy to life, The Crest Chronicles is an experiential programme that unfolds heritage through gastronomy, literature, art, performance, and architecture.

In Singapore, The Robertson House will host cocktail storytelling sessions, while La Clef Champs-Élysées Paris invites guests to Cognac Heritage Tastings and literary exhibits at its sister property, La Clef Tour Eiffel.

Over in Haikou, guests at Hong Yuan Hotel can explore “The Four Refinements of the Song Dynasty” through cultural workshops, guqin performances, and seasonal menus inspired by China’s 24 solar terms.

From the heart of Paris to the buzz of Bangkok and the charm of Haikou, The Crest Collection is redefining luxury as a celebration of place, culture, and timeless elegance.