China recently welcomed Hong Yuan Hotel in Haikou and will see another property open in Wuhan by 2026
Singapore-based Ascott, CapitaLand Investment’s wholly owned lodging arm, is rapidly expanding its European-born luxury brand, the Crest Collection, in response to a global surge in demand for heritage-rich, distinctive accommodations.
In a press statement, Ascott says that over the past six months, the Crest Collection has added more than 1,200 units through four new signings and one opening, bringing its portfolio to 16 properties with over 2,700 units across 11 countries and 13 cities.
The statement adds that this expansion is most evident in East Asia and the Middle East. In Japan, Sen/Ka Tokyo by the Crest Collection will debut in 2029, while China recently welcomed Hong Yuan Hotel in Haikou and will see another property open in Wuhan by 2026.
Serena Lim
“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,” says Serena Lim, Chief Growth Officer, Ascott.
The statement adds that the Middle East will host the brand’s first resort, Al Mahra Resort in the UAE, set for a 2027 opening, followed by a debut in Saudi Arabia in 2028.
Ascott says that Southeast Asia remains a growth engine, with La Clef Bangkok opening mid-2025, joining properties in Indonesia, Malaysia and Singapore.
According to the statement, the Crest Collection is a key part of Ascott Star Rewards (ASR), offering members a wider range of luxury and heritage-inspired stays worldwide.
The statement adds that with the luxury travel sector projected to grow from USD 1.4 trillion in 2024 to USD 2.2 trillion by 2030, Ascott’s expansion is well-timed to capture the rising demand from affluent and younger travellers.
Tan Bee Leng
“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,” says Tan Bee Leng, Chief Commercial Officer, Ascott.
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