The Ascott has unveiled plans to expand The Crest Collection into Asia , as well as adding a fifth property in France and rolling the brand out to locations including Jakarta, Bangkok, Tokyo, Osaka and London.
The group launched The Crest Collection in 2016, initially with three rebranded Citadines properties in Paris.
The Metropole in Bangkok also join the collection later that year, although it is no longer listed on Ascott’s website.
Business Traveller recently reviewed the brand’s La Clef Tour Eiffel, Paris property.
The group describes The Crest Collection as “a global portfolio of charming bespoke hotels and serviced residences that integrates heritage stories with curated hospitality experiences”.
Growth has been slow, with just eight properties currently open, but Ascott says it has now signed hotels in China, Singapore and Vietnam, as well as a fifth property in France, and further hotels in the pipeline in destinations including as Jakarta, Bangkok, Tokyo, Osaka and London.
Business Traveller has requested more information on the forthcoming London property, and will post any response here.
The Riverside Hotel Robertson Quay in Singapore will become The Robertson House by The Crest Collection by the end of 2023, following a refurbishment project, and Yuexiu Hotel Guangzhou by The Crest Collection is expected to open in the fourth quarter of this year.
The brand is also set to add a property in Hanoi in 2024, followed by a fifth French hotel under the brand – the current Citadines Saint-Germain-des-Prés Paris is scheduled to undergo refurbishment and rebranding works after the Olympic Games in 2024, with completion slated for 2026.
Commenting on the news Ms Tan Bee Leng, Ascott’s managing director for brand and marketing, said:
“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.
“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 under The Crest Collection will continue to inspire and create indelible memories for our guests to relive time and time again.”
