The Crest Collection’s Rapid Growth Response to Luxury Travel Demand

The momentum behind The Crest Collection’s expansion

The Ascott Limited is on the fast track to accelerate the global expansion of its luxury hotel brand, The Crest Collection. This move is inherently tied to the increasing demand for distinctive, heritage-rich accommodations among luxury travelers. Over the past six months, the brand has recorded robust growth, particularly in East Asia and the Middle East, reflecting a broader trend that caters to the sophisticated tastes of today’s discerning visitors.

Strong portfolio growth

After four new signings and one recent opening, The Crest Collection has added over 1,200 units, bringing its total portfolio to 16 properties with more than 2,700 units across 11 countries and 13 cities. This collection addresses a rising desire for heritage-inspired stays, making it a significant part of the luxury hotel sector.

Travel destinations spotlight

With its strategic growth, The Crest Collection has introduced several noteworthy additions:

• SEN/KA TOKYO by The Crest Collection – Anticipated to open in late 2029, this marks the brand’s debut in Japan.
• Hong Yuan Hotel by The Crest Collection – Recently opened in Haikou, Hainan Province, enhancing the brand’s footprint in China.
• Al Mahra Resort by The Crest Collection – Scheduled to open in early 2027, this property will be the brand’s first resort in the UAE.
• Additional properties in the pipeline – The brand continues to flourish in Southeast Asia with developments taking place in Bangkok, Singapore, and beyond.

A cultural connection

Serena Lim, Ascott’s chief growth officer, notes that the surge in interest for luxury stays is largely driven by travelers seeking authentic connections to local cultures and heritage. The Crest Collection thrives on this transformation with its promise of “A Story Behind Every Door,” offering culturally immersive experiences that resonate with the unique identities of each property.

The significance of adaptability

One of the brand’s notable strengths is its adaptability, allowing it to convert various accommodation types seamlessly—be it serviced residences, hotels, or resorts. Lim emphasizes the importance of tailoring services to meet specific regional demands, enabling swift market entry while meeting evolving traveler expectations and providing lasting value for owners.

Projecting growth in the luxury travel sector

With the luxury travel market projected to grow significantly, from $1.4 trillion in 2024 to $2.2 trillion by 2030, the prospects for The Crest Collection cleanly tie into this upward trend. This surge is fueled not only by affluent travelers but also by younger individuals who are increasingly willing to pay premium prices for unique experiences that break away from the mundane.

The appeal of luxury now focuses more on the stories and adventures tied to travel rather than on consistency in service quality alone. This realization underscores how diverse experiences drive the true essence of luxury tourism today.

요약

As The Ascott Limited hastens its expansion of The Crest Collection, it stands in a prime position to cater to the ever-evolving preferences of travelers. Consumers are increasingly looking for authentic, heritage-rich experiences that allow them to connect with the local culture. For those seeking to explore well-known cities or venture off the beaten path, personalized travel options will be essential.

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