Ascott adds Crest Collection quartet

Pictured: The Crest Collection in Tay Ho, Hanoi.
CapitaLand Investment’s lodging business, The Ascott Limited, has secured four further global properties for The Crest Collection.

The portfolio of bespoke hotels and serviced residences will debut in Singapore, China and Vietnam, as well as growing its French presence.

Singapore switch

First of the new batch will be The Robertson House by The Crest Collection, resulting from a conversion of the current Riverside Hotel Robertson Quay in Singapore.

Slated for launch by end 2023, alongside the Singapore River, the colonial style property will provide 336 refurbished guestrooms and suites, incorporating motifs, fabrics and artistry inspired by Singapore’s riverside story, where cultures and communities converged. Six themed suites will also be named after some of the most traded spices that came through Singapore’s port.

Chinese change

In China, Yuexiu Hotel Guangzhou by The Crest Collection is expected to operate by Q4 2023. This is another refurbishment, and the resulting hotel will offer 196 studio, one- and two-bedroom apartments as well as facilities including a children’s playroom, an outdoor garden, a resident’s lounge, a restaurant, a sauna and steam room, a swimming pool, a video room and a yoga studio.

Built in 1960 then rebuilt in 2008, the property will marry the modern elements of the bustling port-city with old-world Lingnan charm, designed to honour the longstanding history of Guangzhou. Over 100 paintings, created in the Lingnan art style reminiscent of the city’s heritage, will be a running theme across the site’s public areas such as the lounge and restaurant, as well as the guestrooms.

Vital Vietnam

The Vietnamese debut will be in the Tay Ho district of capital city, Hanoi. The Crest Collection in Tay Ho, Hanoi will be part of the largest serviced residence integrated development in Vietnam – a new landmark that will transform the city’s skyline and rejuvenate this waterfront area.

When completed in 2024, its architecture will reflect French Indochine style that celebrates the legends of the West Lake which it overlooks. The property will offer 28 exclusive suites, comprising three- and four-bedroom apartments as well as four-bedroom duplex apartments.

Further in France

Complementing these debuts in Asia, Citadines Saint-Germain-des-Prés Paris will be transformed into a 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. The refurbishment will begin in 2024 after the Olympic Games and is slated for completion in 2026.

This latest addition is the brand’s fifth property in France, joining existing sites La Clef Champs-Élysées Paris, La Clef Louvre Paris, La Clef Tour Eiffel Paris and Château Belmont Tours.

Promising pipeline

With a tagline of ‘a story behind every door’, the The Crest Collection integrates heritage stories with curated hospitality experiences, and to date comprises 1,058 units across eight properties.

Ascott has more properties under the brand in the pipeline, in key travel destinations such as Jakarta, Bangkok, Tokyo, Osaka, London and La Clef Golfe-Juan, The Crest Collection in Antibes, France.

Experiential stays

Tan Bee Leng, Ascott’s MD 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%. 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.”

Distinctive high-end

She continued: “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.”