Cheval Collection Appoints Robert Nicolas as Cluster Director of Sales for Dubai Luxury Serviced Apartments

Cheval Collection has appointed Robert Nicolas as Cluster Director of Sales, strengthening its commercial leadership across the group’s two luxury serviced apartment properties in Dubai. The appointment comes as the UK-based luxury hospitality company continues expanding its international portfolio and building its presence across key Middle Eastern markets.

Nicolas brings more than two decades of hospitality experience to the role and will oversee sales activities for Cheval Maison – The Palm and Cheval Maison – Expo City Dubai. Together, the two properties provide 282 serviced apartment keys, positioning the new commercial leadership role at the centre of Cheval Collection’s growing Dubai operation.

The appointment reflects the increasing importance of Dubai within the company’s international development strategy. With the group expanding through management contracts and moving into branded residences, its sales leadership will play an important role in supporting occupancy, revenue performance, market penetration and long-term commercial growth.

Robert Nicolas Brings Two Decades of UAE Hospitality Experience

Nicolas arrives at Cheval Collection with an established background in luxury hospitality and commercial leadership across the United Arab Emirates.

His previous senior commercial positions have included roles with several prominent luxury hotels and serviced residence operators in the country. His experience spans The Biltmore Hotel Villas in Dubai, The Chedi Al Bait in Sharjah, Sheraton Sharjah Beach Resort & Spa, and a cluster of Anantara Hotels & Resorts in Abu Dhabi.

This UAE experience provides Nicolas with direct knowledge of the region’s highly competitive hospitality environment. His track record has focused on accelerating business growth while maximising return on investment, capabilities that are particularly relevant as Cheval Collection continues to develop its Middle Eastern portfolio.

In his new position, Nicolas will lead sales for both Dubai properties, creating a coordinated commercial strategy across two locations serving different segments of the city’s luxury extended-stay and serviced-apartment market.

Cheval Maison Expands Dubai Footprint

The appointment comes after the opening of Cheval Maison – Expo City Dubai in March 2025, a development that significantly expanded Cheval Collection’s international portfolio.

The new property added to the company’s existing Dubai presence at The Palm, giving Cheval Collection two luxury serviced apartment operations in the emirate. Collectively, the properties under Nicolas’s commercial responsibility now account for 282 keys.

Expo City Dubai has also become an important location within the emirate’s evolving business, events and lifestyle landscape. Having a dedicated sales leader across the two Cheval Maison properties is therefore expected to support the group’s ability to develop business across corporate, leisure, extended-stay and other relevant segments.

The Dubai expansion forms part of a wider international growth strategy rather than representing an isolated market entry.

Cheval Collection Portfolio Surpasses 950 Units

Following the opening of Cheval Maison – Expo City Dubai, Cheval Collection’s portfolio expanded to more than 950 units.

The company specialises in high-quality serviced apartments and operates across several hospitality concepts, including Cheval Residences, Cheval Maison and MY Locanda. Its business model combines serviced accommodation expertise with operational and commercial support designed to help properties progress from development through to opening and ongoing operations.

The group has continued to pursue expansion through management contracts, allowing the Cheval Collection brands to enter additional markets while leveraging its expertise across areas such as technical services, operations, facilities management and revenue.

This strategy is also broadening beyond conventional serviced apartments.

Branded Residences Become New Growth Avenue

Cheval Collection has recently entered the branded residences sector, adding another dimension to its international development strategy.

Properties in London and Dubai form part of this move, reflecting the growing convergence between luxury hospitality, serviced accommodation and residential real estate.

For Cheval Collection, the expansion into branded residences provides an opportunity to extend its hospitality proposition into longer-term residential environments while maintaining the service standards associated with its established brands.

The company’s continued portfolio growth also increases the importance of experienced commercial executives capable of operating across different market segments and international destinations.

Saudi Arabia Next in Middle East Expansion

Cheval Collection’s Middle Eastern ambitions extend beyond the UAE, with Saudi Arabia emerging as another major growth market.

The company’s first Saudi Arabian property, Cheval Ladun Living, is scheduled to open in Riyadh in 2027. The development will be followed by Cheval Maison Sulaymaniyah, which is planned to open in 2028 close to King Salman Park in central Riyadh.

The two Riyadh developments will further strengthen Cheval Collection’s presence in a rapidly developing Saudi hospitality market.

The planned openings also demonstrate the company’s longer-term approach to international expansion. Rather than focusing solely on established hospitality destinations, Cheval Collection is positioning its brands within markets undergoing substantial tourism, business, residential and infrastructure development.

Dubai Appointment Comes During International Growth

Robert Nicolas’s appointment therefore comes at a significant stage in Cheval Collection’s expansion.

The company now has an international portfolio exceeding 950 units, two luxury serviced apartment properties operating in Dubai, a growing branded residences proposition and planned expansion into Saudi Arabia.

Nicolas’s responsibility for Cheval Maison – The Palm and Cheval Maison – Expo City Dubai places him at the heart of the group’s Dubai sales strategy at a time when the destination continues to attract luxury travellers, business visitors, investors and extended-stay guests.

With further properties and new markets expected to be announced, Cheval Collection is continuing to build its international footprint. The appointment of a senior UAE hospitality professional with extensive luxury-sector experience provides the company with additional commercial leadership as that expansion progresses.