The Ascott Limited, CapitaLand Investment’s (CLI) wholly-owned lodging business unit, is set to debut The Crest Collection brand in Singapore, China and Vietnam.
The Crest Collection comprises a global portfolio of bespoke hotels and serviced residences that “integrates heritage stories with curated hospitality experiences”.
“No two properties or stay experiences will be the same. The Crest Collection brand meets the growing demand for one-of-a-kind experiential stays and allows our guests to immerse themselves in the history and culture of the destination,” says Tan Bee Leng, Ascott’s managing director for brand & marketing.
“Leveraging each property’s unique heritage and story, expressed through the detailed design of the property’s elegant suites and amenities, bespoke programmes, as well as impeccable service, guests can journey back in time for a hospitality experience like no other,” she adds.
In Singapore, the current Riverside Hotel Robertson Quay, sited along the Singapore River, will be refurbished and rebranded to The Robertson House by The Crest Collection. It is slated to launch by the end of 2023.
China’s Yuexiu Hotel Guangzhou by The Crest Collection is expected to operate by the 4QFY2023.
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The Crest Collection in Tay Ho, Hanoi, Vietnam, will be part of the largest serviced residence integrated development in Vietnam and is slated to open in 2024.
In addition to its Asian debt, The Crest Collection will also continue to grow its current portfolio in France with the addition of its fifth property in Saint-Germain-des-Prés, Paris, transformed from its current property, Citadines Saint-Germain-des-Prés Paris. The refurbishment will begin in 2024 after the Olympic Games and is slated for completion in 2026.
To date, Ascott has secured over 1,000 units across eight properties under The Crest Collection. Ascott has more properties under the brand in the pipeline, in key travel destinations such as Jakarta, Bangkok, Tokyo, Osaka and London.
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“The Crest Collection serves the growing demand from independent and boutique hotel owners seeking the flexibility of a distinctive high-end positioning with the power of a global chain. Owners can gain swift access to Ascott’s award-winning operational expertise, global sales, marketing and distribution systems; as well as the Ascott Star Rewards loyalty programme, and backend technology platforms to drive revenue growth and optimise costs,” says Tan.
Shares in CLI closed 3 cents higher or 0.76% up at $3.98 on Jan 27.