Ascott Limited Accelerates Expansion of The Crest Collection
Ascott Limited is enhancing its luxury brand The Crest Collection to meet the rising demand for unique heritage-inspired accommodations across Asia and the Middle East.
Ascott Limited Accelerates Expansion of The Crest Collection
Ascott Limited is enhancing its luxury brand The Crest Collection to meet the rising demand for unique heritage-inspired accommodations across Asia and the Middle East.
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Over the past six months, the brand has seen significant growth, incorporating over 1,200 new units from four new projects and one opening. Currently, the portfolio holds 16 properties with more than 2,700 units across 11 countries and 13 cities.
A Growing Number of Luxurious Properties
Among the new additions is SEN/KA TOKYO by The Crest Collection, scheduled to debut in late 2029 in Japan. Other notable openings include the Hong Yuan Hotel in Haikou, Hainan Province, which launched recently, and a property set to open in Wuhan’s Donghu New Technology Development Zone by mid-2026.
In the Middle East, the Al Mahra Resort, the brand’s first in the UAE, will commence operations in early 2027. This will be succeeded by the first property in Saudi Arabia opening in Riyadh in 2028.
The expansion builds upon the growing demand in Southeast Asia, with the La Clef Bangkok set to open in mid-2025, following earlier introductions across Indonesia, Malaysia, and Singapore.
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Rising Interest in Luxury Accommodations
Serena Lim, the Chief Growth Officer, notes that the inclination for luxury stays is burgeoning in Asia and the Middle East, attributed to travelers desiring a deeper connection to local cultures and histories. Lim articulated:
“The Crest Collection meets this ambition with its ‘A Story Behind Every Door’ brand promise, offering immersive experiences infused with each property’s unique identity.”
According to trends, the global luxury travel market is predicted to surge from $1.4 trillion in 2024 to $2.2 trillion by 2030, marking a shift not just among affluent travelers but also younger visitors willing to invest in meaningful experiences.
With luxury explorers drawn to captivating destinations, the essence of high-end travel leans towards celebrating distinct narratives rather than conformity.
