Ascott Expands The Crest Collection Brand
The Ascott Limited (Ascott), a lodging business unit wholly owned by CapitaLand Investment, is set to debut The Crest Collection -- a global portfolio of charming bespoke hotels and serviced residences that integrates heritage stories with curated hospitality experiences, in Singapore, China and Vietnam. The Crest Collection will also continue to grow its current portfolio in France with the addition of its fifth property in Saint-Germain-des-Prés, Paris. To date, Ascott has secured over 1,058 units across eight properties under The Crest Collection. Ascott has more properties under the brand in the pipeline, in key travel destinations such as Jakarta, Bangkok, Tokyo, Osaka and London.
An exclusive curation of hotels and serviced residences with “A Story Behind Every Door”, The Crest Collection provides guests with a unique storied and luxurious experience drawn from the distinct heritage of each property and its location. Ascott already has four operating properties in France under The Crest Collection – La Clef Champs-Élysées Paris, La Clef Louvre Paris, La Clef Tour Eiffel Paris and Chateau Belmont Tours.
Ms Tan Bee Leng, Ascott’s Managing Director for Brand & 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%. 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 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. 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,” added Ms Tan.
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 will exude stately and old-world colonial charm that harks back to the days of Singapore as a bustling entrepot trade hub. It is slated for launch by end 2023.
In China, Yuexiu Hotel Guangzhou by The Crest Collection is expected to operate by 4Q 2023. By marrying the modern elements of the bustling port-city with old-world Lingnan (岭南) charm, it is designed to honour the longstanding history of Guangzhou. The hotel is intrinsically connected to its locale, offering a living cultural expression through its luxurious furnishings and artwork displays, painting an authentic storied experience for its guests.
Complementing these debuts in Asia, Citadines Saint-Germain-des-Prés Paris will be transformed into an illustrious landmark in the French capital. Under The Crest Collection, the property will draw inspiration from the district’s history as a meeting point for famed painters and writers in the 19th and early 20th centuries, to offer guests a one-of-a-kind experience on the Left Bank of Paris. The refurbishment will begin in 2024 after the Olympic Games and is slated for completion in 2026.