Ascott has added new locations in Japan, China, the UAE, and Saudi Arabia, including the brand’s first resort. La Clef Bangkok by The Crest Collection is set to open soon, increasing the brand’s operating properties in Southeast Asia to four. The Crest Collection also launches The Crest Chronicles, its inaugural brand programme celebrating the unique heritage stories that define each property and enrich guest experiences.
New Developments in East Asia and the Middle East
- Japan: SEN/KA TOKYO by The Crest Collection will open in the second half of 2029, marking the brand’s debut in Japan.
- China: Hong Yuan Hotel by The Crest Collection opened in Haikou, Hainan Province, late last year. Another property is slated to open by mid-2026 in Wuhan’s Donghu New Technology Development Zone (Optics Valley).
- United Arab Emirates: Al Mahra Resort by The Crest Collection, the brand’s first resort and its UAE debut, will open in early 2027.
- Saudi Arabia: The first property in Riyadh will open in 2028.
Strengthening Presence in Southeast Asia
This growth builds on momentum in Southeast Asia. La Clef Bangkok by The Crest Collection, opening mid-2025, will be the fourth property in the region following:
- The Grand Mansion Menteng in Indonesia (2023)
- The George Penang in Malaysia (2023)
- The Robertson House in Singapore (2023)
The brand’s remaining seven properties are located in Europe, where The Crest Collection was first established in 2016.
Brand Leadership on Heritage and Growth
Serena Lim, Chief Growth Officer, Ascott, stated: “Interest in luxury stays continues to rise in Asia and the Middle East, driven by travellers seeking meaningful connections to rich culture and heritage. The Crest Collection meets this desire with its ‘A Story Behind Every Door’ promise, delivering culturally immersive experiences enriched by each property’s unique identity. Our flex-hybrid model and multi-typology brand strategy make The Crest Collection highly conversion-friendly, suitable for serviced residences, hotels, resorts, and other accommodation types. This adaptability allows us to respond to evolving traveller expectations and deliver sustained value for owners.”
Curating Emotional and Cultural Connections
Tan Bee Leng, Chief Commercial Officer, Ascott, said: “Modern luxury is defined by emotional connection, personal transformation, and cultural resonance. The Crest Collection integrates heritage narratives with thoughtful hospitality, offering guests luxurious, storied experiences rooted in each property’s distinct identity. This approach nurtures individuality and crafts hyper-localised, multisensory experiences, reflecting the spirit of each destination. As the brand expands from Europe to Asia and the Middle East, we remain dedicated to redefining modern luxury through evocative, story-driven experiences.”
La Clef Bangkok by The Crest Collection
Opening mid-2025, this 115-unit luxury serviced residence near Thong Lo BTS station blends French Art de Vivre with Thai heritage. Amenities include a swimming pool, rejuvenating onsen, residents’ lounge, and fitness centre. Its thoughtfully designed studios and apartments embody timeless elegance and the rich legacy of its location on Sukhumvit Soi 38.
SEN/KA TOKYO by The Crest Collection
Part of the Yaesu 1-Chome North District Urban Redevelopment Project near Tokyo Station, SEN/KA TOKYO honours its historical roots as Gofuku-cho (Kimono Fabric Town). The luxury hotel-in-residence will have 92 guestrooms inspired by the district’s heritage of artistry and craftsmanship.
Hong Yuan Hotel by The Crest Collection, Haikou, China
Opened late last year, this 261-key hotel draws inspiration from Haikou’s role as a gateway on the ancient Maritime Silk Road. It blends Song Dynasty aesthetics with modern luxury, featuring copper screen partitions, Song-era architecture, Chinese paintings, and culinary offerings inspired by Chinese cultural traditions.
Upcoming Wuhan Property
Set in Optics Valley, Wuhan’s high-tech development zone, this new property will highlight the city’s academic and innovation heritage.
Al Mahra Resort by The Crest Collection, UAE
Located on Marjan Island, Ras Al Khaimah, Al Mahra Resort takes its name from the Arabic word for a young female horse, symbolising grace and strength. This 539-key beachfront resort will blend Arabian heritage with contemporary design.
Riyadh Debut in Saudi Arabia
Opening in 2028, this property on King Fahd Road will offer hotel rooms, serviced apartments, and suites. Amenities include specialty dining, a ‘Reading Room’ lounge and café, wellness facilities, and state-of-the-art meeting spaces.
The Crest Chronicles: Celebrating Heritage and Hospitality
This brand programme brings heritage stories to life through gastronomy, literature, architecture, art, and performance, enriching guest experiences across all properties.
- In Paris, La Clef Champs-Élysées Paris hosted Cognac Heritage Tastings inspired by the Hennessy family mansion’s legacy.
- La Clef Tour Eiffel Paris features a Literary Display exploring the 1889 Exposition Universelle.
- Hong Yuan Hotel offers year-round cultural activities celebrating Song Dynasty traditions.
- The Robertson House in Singapore hosts cocktail workshops telling the locale’s story through crafted spirits.
