Asia: Lodging business The Ascott Limited is set to debut The Crest Collection in China, Singapore and Vietnam with the earliest launch date slated for the end of 2023.
The Crest Collection, which first launched in 2016, is a portfolio of eight heritage hotels and residences comprising 1,058 units.
A new addition in Singapore includes the refurbishment and rebrand of the Riverside Hotel Robertson Quay to The Robertson House by The Crest Collection, with an expected opening at the end of this year.
In China, Yuexiu Hotel Guangzhou by The Crest Collection is scheduled to be in operation by Q4 2023.
The portfolio in France is set to expand too with the opening of a fifth Crest Collection property in Saint-Germain-des-Prés in Paris.
Tan Bee Leng, Ascott’s managing director for brand and marketing, said: “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.
“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. 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.
“Our four operating properties in France under The Crest Collection currently enjoy a strong average occupancy of over 80 per cent. We are confident that the new properties will continue to inspire and create indelible memories for our guests to relive time and time again.
“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,” she added.
Ascott, owned by CapitaLand Investment, has more properties in the pipeline under the brand. These include sites in Jakarta, Bangkok, Tokyo, Osaka and London.