Cheval Collection has broadened its guest offering, and prepared for its next phase of growth, beneath a new, refreshed brand identity.
The new look is effectively a relaunch of the business, taking account of its progress to date, and preparing for the future as Cheval Collection broadens its international ambitions. The tweaked design, featuring an elongated capital letter C, framing two horses, is inspired by the Knightsbridge area of central London, where the business was born. It is supported by the philosophy of “generous by design”, recognising Cheval’s thoughtfully designed and generous spaces; the attentive service delivered to guests and long stay residents; and a clear understanding of how those guests like to live today.
Expanding Into Branded Residences
“As our business continues to grow internationally, we wanted a brand that reflects the depth of our heritage while providing a confident platform for the future,” explained Nick Pilbeam, the chief commercial officer at Cheval Collection. “Generous by Design captures something we have always believed: that true luxury is created through the space, time and attention our guests experience every day.”
Having started out more than four decades ago as a serviced apartment business in London, Cheval Collection has now expanded internationally, and across new market segments such as branded residences.
The group already established its first branded residences, opening Cheval Residences Dubai Islands in the Middle East, and Cheval Residences Knightsbridge Gate in London. Subsequently, Cheval Maison Expo City Dubai launched, taking the portfolio close to 1,000 units. Further growth will come in key international markets, as Cheval executives seek to sign management agreements, and agree branded residence partnerships.
In the UK, the group is progressing a new project in Glasgow. There, a seven storey new build will deliver 70 serviced apartments, above a ground floor retail space, with a planned opening date in early 2027. Residents will have the use of a rooftop garden, offering panoramic views across Glasgow city centre.
The Cheval Collection brand is also expanding in the Middle East. In late 2027, the group expects to open its Cheval Ladun Living development in Riyadh, Saudi Arabia. With 124 apartments in a landmark tower, this will have a mix of spaces with one to three bedrooms, with common facilities including a gym, swimming pool and sauna.
A second Riyadh property will follow with an opening in 2028. Cheval Maison Sulaymaniyah will feature 150 contemporary apartments, a mix of studios, one and two bed units designed for long stay guests and those looking for a residence during their posting in the country.
An Enhanced Digital Journey
A digital transformation has seen the establishment of a new website, and new direct booking platform. Initially launched in English, Arabic and simplified Chinese, it will add further language options in future. And for travel partners and corporate clients, there is Cheval Place, a dedicated portal to support their booking activities with dynamic, real-time information across pricing and availability.
Cheval Collection has also honed its loyalty offering via GHA Discovery. A new personalised member discount structure links directly with the Global Hotel Alliance platform, giving members easier and broader ways to enjoy the benefits of membership.
