The Ascott Limited has expanded its luxury hospitality brand, The Crest Collection, with new properties in East Asia and the Middle East.
The expansion includes signings in Japan, China, the UAE and Saudi Arabia, bringing the brand to 11 countries and 13 cities. Over the past six months, the brand has added more than 1,200 units across four new signings and one opening.
In Japan, SEN/KA TOKYO by The Crest Collection will open in the second half of 2029. Located near Tokyo Station, the 92-unit hotel will incorporate elements of kimono craftsmanship in its design.
In China, the brand recently opened Hong Yuan Hotel by The Crest Collection in Haikou, Hainan Province. A second property in Wuhan is scheduled to open by mid-2026. In the Middle East, Al Mahra Resort by The Crest Collection is slated for a 2027 opening in Ras Al Khaimah, UAE, marking the brand’s first resort. A Riyadh property is due to launch in 2028.
The brand will also open La Clef Bangkok by The Crest Collection in mid-2025, following previous launches in Indonesia, Malaysia and Singapore.
Serena Lim, chief growth officer, Ascott, said: “Interest in luxury stays continues to rise in Asia and the Middle East, driven by travellers seeking meaningful connections to the region’s rich culture and heritage.”
The Crest Collection has also launched a brand programme, The Crest Chronicles, which highlights each property’s unique heritage through gastronomy, literature, art and more.
The Crest Collection was first established in Europe in 2016 and is part of Ascott Star Rewards. It currently includes 16 properties with over 2,700 units either operational or in development.