Ascott Expands The Crest Collection to Japan, China, UAE, and Saudi Arabia, Introducing Heritage-Inspired Luxury Beyond Europe and Southeast Asia

Published on June 7, 2025

By: Paramita Sarkar

The Ascott Limited, a wholly owned lodging business unit of CapitaLand Investment, is accelerating the global expansion of its European-born luxury brand, The Crest Collection. In response to growing demand from luxury travelers seeking distinctive, heritage-rich stays, Ascott has added over 1,200 units to The Crest Collection in East Asia and the Middle East over the past six months. This expansion includes new properties in Japan, China, the United Arab Emirates (UAE), and Saudi Arabia, bringing the brand’s portfolio to 16 properties with over 2,700 units across 11 countries and 13 cities.

New Additions in East Asia

• SEN/KA TOKYO by The Crest Collection: Slated to open in the second half of 2029, this property marks the brand’s debut in Japan. Located in the Yaesu district near Tokyo Station, SEN/KA TOKYO pays tribute to its location’s rich history as Gofuku-cho, once home to prestigious kimono fabric shops during the Edo period. The 92-unit hotel-in-residence will offer both short and extended stays, incorporating elements of kimono culture and craftsmanship into its design and guest experience.
• Hong Yuan Hotel by The Crest Collection: Opened in late 2024 in Haikou, Hainan Province, China, this 261-key hotel draws inspiration from the city’s historic role as a key gateway on the ancient Maritime Silk Road. The hotel blends Song Dynasty aesthetics with modern luxury, featuring copper screen partitions, architecture echoing Song-era design, and Chinese paintings depicting maritime trade scenes.
• Upcoming Property in Wuhan: Set to open by mid-2026 in Wuhan’s Donghu New Technology Development Zone, commonly known as Optics Valley, this property will further grow The Crest Collection’s presence in China. It will offer a narrative rooted in the city’s academic and innovation heritage at the heart of a national high-tech development zone.

New Additions in the Middle East

• Al Mahra Resort by The Crest Collection: Scheduled to open in early 2027, this 539-key beachfront resort on Marjan Island, Ras Al Khaimah, UAE, marks the brand’s first resort and its debut in the UAE. The resort will blend Arabian heritage with contemporary design, offering guests an experience rooted in the UAE’s rich equestrian and cultural legacy.
• Upcoming Property in Riyadh: The Crest Collection will make its debut in Saudi Arabia with a property opening in Riyadh in 2028. Strategically located on King Fahd Road and surrounded by key commercial and lifestyle hubs, the property will offer a selection of accommodation options, including hotel rooms, serviced apartments, and suites, catering to both leisure and business travelers.

Southeast Asia Expansion

Building on its success in Southeast Asia, The Crest Collection is set to open La Clef Bangkok by The Crest Collection in mid-2025. Located near Thong Lo BTS station on Sukhumvit Soi 38, this 115-unit luxury serviced residence will blend French Art de Vivre with cherished Thai heritage. The property will offer a range of premium amenities, including a swimming pool, onsen, residents’ lounge, and fitness center.

The Crest Chronicles: Celebrating Heritage Stories

To enhance the guest experience, Ascott has launched The Crest Chronicles, a brand program that brings heritage stories to life at each property within The Crest Collection. Through a carefully curated series of activations spanning gastronomy, literature, architecture, art, and performance, The Crest Chronicles reveals the stories behind every door.

Strategic Expansion and Market Demand

The luxury travel sector is projected to grow from US$1.4 trillion in 2024 to US$2.2 trillion by 2030. This growth is driven not only by affluence among the wealthy but also by younger travelers who are willing to pay top dollar for meaningful experiences. Ascott’s expansion into East Asia and the Middle East positions The Crest Collection to meet the rising demand for luxury, heritage-inspired stays in these regions.

Conclusion

Ascott’s strategic expansion of The Crest Collection into Japan, China, the UAE, and Saudi Arabia reflects the brand’s commitment to offering heritage-inspired luxury stays in key global markets. With a portfolio that now spans 11 countries and 13 cities, The Crest Collection continues to provide discerning travelers with culturally immersive experiences enriched by each property’s distinctive identity.