The Ascott Limited is expanding its European-born luxury brand, The Crest Collection, to key locations across Asia and the Middle East in response to growing demand for heritage-rich stays.

Over the past six months, the brand has added over 1,200 units from four new signings and one opening, taking the portfolio to 16 properties with over 2,700 units, both operational and in the pipeline, across 11 countries and 13 cities.

“Curating experiences that resonate with the expectations of the most discerning travellers has become the currency of modern luxury,” said Ascott Chief Commercial Officer, Tan Bee Leng

“Our most affluent guests are seeking emotional connection, personal transformation and cultural resonance.

“By integrating heritage narratives with thoughtfully curated hospitality, The Crest Collection offers our guests a luxurious and storied experience rooted in the unique identity of each property and its locale.”

The brand will mark its Japan debut with the opening of Sen/ka Tokyo by The Crest Collection in the second half of 2029. Two recent developments in China include Hong Yuan Hotel by The Crest Collection, which opened in Haikou, Hainan Province, at the end of last year, and a property in Wuhan’s Donghu New Technology Development Zone, commonly known as Optics Valley, slated to open by mid-2026.

In the Middle East, Al Mahra Resort by The Crest Collection – the brand’s first resort and its debut in the United Arab Emirates – will open in early 2027, to be followed by the brand’s first property in Saudi Arabia, opening in Riyadh in 2028.

South East Asia will soon welcome its fourth property from The Crest Collection with the opening of La Clef Bangkok by The Crest Collection in mid-2025.

The luxury travel sector is projected to grow from US$1.4 trillion in 2024 to US$2.2 trillion by 2030, driven not just by affluence among the wealthy but also by younger travellers who are willing to pay top dollar for meaningful experiences

“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,” said Ascott Chief Growth Officer, Serena Lim.

“The Crest Collection meets this aspiration with its ‘A Story Behind Every Door’ brand promise, delivering culturally immersive experiences enriched by each property’s distinctive identity, while enabling owners to tap into the strength of Ascott’s global commercial ecosystem.”