The Ascott Limited (Ascott) is continuing is growth of the Crest Collection with the upcoming opening of La Clef Bangkok by The Crest Collection. At opening, it will bring the number of Crest Collection hotels in Southeast Asia to four.
The opening follows the opening of the Hong Yuan Hotel by the Crest Collection in China late last year. Going forward, Ascott has announced additional openings coming up in Japan, China and the Middle East.
For Ascott Star Rewards (ASR) members, the new openings will offer members a broader range of luxury options. In addition, it will open up more opportunities to experience heritage-inspired stays around the world.
Crest Collection
Ascott describes the Crest Collection as a portfolio of bespoke hotels and serviced residences. Born in Europe, the brand seeks is to integrate local heritage stories with luxurious hospitality experiences. As such, each of the properties will be different, with each having its own character and identity.
The properties are designed to offer experiential luxurious stays. In keeping with its tagline ‘ A Story Behind Every Door’, each property tells a story, offering guests a deeper connection to the destination. These aims can be met in a few ways. Firstly, it may be through restoring historic buildings back to their former grandeur. It could also be through newly developed properties that pay homage to local traditions.
The Latest Hotels
La Clef Bangkok by The Crest Collection
The next hotel to open under The Crest Collection banner is the La Clef Bangkok by The Crest Collection. Opening shortly, the hotel is conveniently located near Thong Lo BTS station on Sukhumvit Soi 38. The 115-unit luxury serviced residence artfully blends French Art de Vivre with cherished Thai heritage. Amenities include a luxurious swimming pool, rejuvenating onsen, inviting residents’ lounge and state-of-the-art fitness centre.
Hong Yuan Hotel by The Crest Collection
Opening late last year, Hong Yuan Hotel by The Crest Collection is located in Haikou, China. The hotel draws inspiration from the city’s historic role as a key gateway on the ancient Maritime Silk Road. Located in the Jiangdong New District of the Hainan Free Trade Port, the 261-key hotel blends Song Dynasty aesthetics with modern luxury.
SEN/KA TOKYO by The Crest Collection
SEN/KA TOKYO by The Crest Collection is set to open in Japan in the second half of 2029. Marking the brand’s entry into Japan, it will be located in Tokyo’s Yaesu district near Tokyo Station. The hotel-in-residence property will feature 92 guestrooms designed for both short visits and extended stays.
The property’s name pays homage to kimono culture, while the design aims to bring to life the districts heritage of artisty and craftsmanship. As part of a major urban redevelopment project, SEN/KA TOKYO aims to blend heritage with modern luxury. This will provide an immersive cultural experience for travelers seeking a deeper connection to Japan’s rich history.
Al Mahra Resort by The Crest Collection
Opening in 2027, the Al Mahra Resort by The Crest Collection will be the brands first foray into the UAE. Located on Marjan Island, Ras Al Khaimah, the hotel takes its name from the Arabic word ‘mahra’, – young female horse. The 539-key beachfront resort will blend Arabian heritage with contemporary design.
Saudi Arabia
The first Crest Collection hotel in Saudi Arabia is set to open in Riyadh in January 2028. Positioned on King Fahd Road, it will offer convenient access to Riyadh’s key commercial and lifestyle hubs. The hotel will feature elegantly designed rooms, serviced apartments, and suites, along with premium amenities such as specialty dining restaurants, a signature Reading Room lounge, wellness facilities, and state-of-the-art meeting spaces
Expansion of the Crest Collection
This expansion into East Asia and the Middle East builds on the brand’s growing traction in Southeast Asia. La Clef Bangkok by The Crest Collection, opening in mid-2025, will become the brand’s fourth property in the region. This follows the 2023 debut of
- The Grand Mansion Menteng by The Crest Collection in Indonesia,
- The George Penang by The Crest Collectionin Malaysia and
- The Robertson House by The Crest Collection in Singapore.
According to Ascott chief growth officer, Serena Lim:
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.
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. Supported by our flex-hybrid model and multi-typology brand strategy, The Crest Collection is highly conversion-friendly, adapting seamlessly across serviced residences, hotels, resorts and other accommodation types.
While recent signings highlight new builds such as the brand’s first resort, its adaptability also makes it ideal for property conversions that enable swift time-to-market. By tailoring solutions to the unique demands of each location, our market-driven approach empowers us to respond to evolving traveller expectations with agility and deliver sustained value for owners.
Ms Tan Bee Leng, Chief Commercial Officer, Ascott said:
Curating experiences that resonate with the expectations of the most discerning travellers has become the currency of modern luxury. 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. Defined not only by what is provided, but by what is remembered, every stay at a Crest Collection property reflects Ascott’s boutique lens on luxury – one that nurtures individuality and crafts hyper-localised, distinctive experiences that engage all the senses. This approach allows us to offer timeless sophistication, elevated by bespoke touches that reflect the spirit of each destination.
As The Crest Collection expands from Europe to Asia and the Middle East, we remain dedicated to redefining modern luxury through evocative, story-driven experiences that deliver meaningful moments with purpose and creativity.
Chronicles by Crest Collection
The “Chronicles by Crest Collection” is a brand program that highlights the heritage stories and hospitality of each property within the brand. Basically, it is a curated series of experiences, such as culinary events, literary legacies, and architectural explorations. These experiences are designed to immerse guests in the history of each location.
Some of the examples of the types of activities that guests may experience include:
- Gastronomy: Culinary events that reflect the local flavors and culinary traditions of the area.
- Literature: Literary legacies, perhaps in the form of book clubs, readings, or exhibits, that connect guests to the history and stories of the location.
- Architecture: Architectural tours or explorations that highlight the unique design and history of the building itself.
- Art and Performance: Art installations, performances, or other artistic expressions that bring the property’s history to life.
Final Words
These days travellers have an almost unlimited array of lodging options to choose from. They are also looking for different types of options – often away from the traditional hotel stay. One area of growth in the luxury space has been ‘heritage travel’. This is an area where travellers ant to connect with the past but do that with more spacious accommodation.
The Crest Collection, a brand of The Ascott Limited, has its sights right on these travellers. These hotels are designed around the heritage of the area in which they are located, while also aiming to satisfy the desires of travellers.
