(01/02/23) Ascott is expanding its portfolio of lodging brands with the launch of The Crest Collection, which will comprise a mixture of hotels and serviced residences.
Set in iconic destinations, each property under The Crest Collection will have a distinct character, bearing its own visual identity that includes naming and concept.
From the classical finesse of an opera house to the romance of a chateau, each property has a unique story based on the building’s history, cultural heritage, neighbourhood, or design.
The Crest Collection Tay Ho in Hanoi, Vietnam
There are already four properties operating in France under The Crest Collection – La Clef Champs-Élysées Paris, La Clef Louvre Paris, La Clef Tour Eiffel Paris and Chateau Belmont Tours, with a fifth property located in Saint-Germain-des-Prés, Paris scheduled to undergo a refurbishment beginning in 2024 after the Olympic Games. The work is expected to be completed in 2026.
Elsewhere, Ascott has signed Crest Collection properties in China, Singapore and Vietnam, with more properties in the pipeline in key travel destinations such as Jakarta, Bangkok, Tokyo, Osaka and London.
“No two properties or stay experiences will be the same,” said Tan Bee Leng, Ascott’s Managing Director for Brand & Marketing. “Our four operating properties in France under The Crest Collection currently enjoy a strong average occupancy of over 80%. We are confident that the new properties under The Crest Collection will continue to inspire and create indelible memories for our guests to relive time and time again.”
The current Riverside Hotel Robertson Quay in Singapore will be refurbished and rebranded to The Robertson House by The Crest Collection. Situated along the historical Singapore River, the property is slated for launch by end-2023.
In China, Yuexiu Hotel Guangzhou by The Crest Collection is expected to open by Q4 2023. By marrying the modern elements of the bustling port-city with old-world Lingnan (岭南) charm, the property is designed to honour the longstanding history of Guangzhou.
“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,” added Ms Tan. “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. We look forward to welcoming more hotels looking to extend their access to customers, and to boost their global profile whilst retaining their own unique identity, into this exceptional collection.”