As the demand for luxury accommodations continues to rise in Asia and the Middle East, the Crest Collection is poised for significant expansion, introducing new properties across these regions. The brand, which operates under the Ascott Group, has set its sights on several key locations, including Japan, China, and the Middle East, enhancing its portfolio and catering to a growing market of discerning travelers seeking unique and immersive experiences.
One of the most anticipated openings is SEN/KA TOKYO, scheduled to welcome guests in 2029. This property is positioned to capture the essence of Tokyo’s vibrant culture while providing the exclusive luxury that the Crest Collection embodies. Additionally, a new property in Wuhan is set to open in 2026, further establishing the brand’s presence in China, a country known for its rich history and modern dynamism. With these additions, the Crest Collection is anticipated to create a significant footprint in these pivotal Asian markets.
The Crest Collection’s expansion extends beyond the Asian continent, with ambitious plans for the Middle East. In 2027, the Al Mahra Resort in the United Arab Emirates will mark the brand’s inaugural venture into resort-style hospitality. This development is expected to cater to tourists seeking relaxation and leisure amidst a backdrop of opulence.
Furthermore, a property in Riyadh, Saudi Arabia, is on track to open in 2028, further solidifying the Crest Collection’s commitment to providing luxury accommodations in key Middle Eastern cities.
Since its inception in 2016, the Crest Collection has experienced remarkable growth, now comprising 16 properties with a total of 2,700 units spread across 11 countries and 13 cities. The brand’s strategy focuses on celebrating unique heritage stories, which resonate with travelers increasingly interested in culturally immersive experiences.
This approach aligns seamlessly with the burgeoning demand for luxury stays in the Asia-Pacific and Middle Eastern regions, where guests often seek to engage with local culture while enjoying high-end amenities.
The Crest Collection made its debut in Asia in 2023, and the excitement surrounding its future developments suggests a robust trajectory ahead. Plans for La Clef Bangkok, set to open in mid-2025, highlight the brand’s commitment to expanding its offerings in Thailand’s capital, a city known for its vibrant culture and hospitality.
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News Source: Edgeprop
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