Ascott is set to expand its Crest Collection brand with the addition of new luxury properties across Japan, China, and the Middle East. This strategic growth initiative marks a significant milestone for the brand, which has been cultivating a reputation for offering upscale accommodations that honor local culture and heritage since its inception in 2016. By expanding its portfolio, Ascott aims to meet the increasing demand for luxury stays in key Asian and Middle Eastern markets.
Among the new properties, SEN/KA TOKYO is poised to open in Japan in 2029, presenting a modern interpretation of traditional Japanese aesthetics. The property is expected to cater to discerning travelers looking for a unique blend of contemporary design and cultural immersion.
In China, Ascott’s expansion includes a new property in Wuhan, set to welcome guests in 2026. This addition reflects the company’s commitment to enhancing its presence in rapidly growing urban centers that exhibit a rising appetite for luxury accommodations.
The Crest Collection will also make its debut in the resort segment with the introduction of the Al Mahra Resort in the United Arab Emirates, anticipated to open in 2027. This new venture represents a shift toward more diversified offerings within the brand, allowing Ascott to tap into the flourishing market for luxury resorts in the region. The UAE’s status as a premier travel destination will further bolster the brand’s image and attract international travelers seeking lavish experiences.
In Saudi Arabia, Ascott is set to enhance its footprint with a new property in Riyadh, scheduled to open in 2028. This expansion is particularly noteworthy given Saudi Arabia’s ongoing efforts to develop its tourism sector as part of its Vision 2030 initiative. By establishing a presence in the capital, the Crest Collection aims to attract both business and leisure travelers, capitalizing on the surging interest in the region’s cultural and historical offerings.
The growth of the Crest Collection brand is a testament to Ascott’s strategic foresight in identifying emerging markets and catering to the evolving preferences of luxury travelers. The brand’s expansion into Asia, highlighted by the upcoming La Clef Bangkok property scheduled for mid-2025, underscores the increasing demand for high-end accommodations that not only provide comfort but also celebrate local heritage.
Such properties are designed to resonate with travelers who prioritize authenticity and unique experiences during their stays. Since its establishment, the Crest Collection has expanded to encompass 16 properties and 2,700 units across 11 countries and 13 cities.
This impressive growth trajectory illustrates Ascott’s commitment to delivering exceptional hospitality experiences while aligning with the aspirations of modern travelers. As the Crest Collection continues to evolve, it remains dedicated to providing luxurious, culturally rich environments that leave a lasting impression on guests. The forthcoming properties in Japan, China, and the Middle East are set to elevate the brand’s standing in the global luxury hospitality landscape, further solidifying its role as a leader in the industry.
NEW CONDO LAUNCH: OPAL HAUZ
Opal Hauz is a luxurious new condominium project launched by Ascott, designed to meet the growing demand for upscale urban living.
This development features modern amenities, eco-friendly practices, and a strong focus on building a community atmosphere.
For those interested, detailed Opal Hauz project information, including floor plans and pricing, is available.
Potential buyers can explore the Opal Hauz site plan and learn more about the offerings through the Opal Hauz e-brochure.
View Opal Hauz Condo ShowFlat & Get VVIP Discount. Register or contact 6100 8822 to book showflat appointment.
News Source: Edgeprop
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