Ascott debuts Crest brand in Asia with three openings in three months
The Crest Collection from Ascott Limited is a portfolio of bespoke hotels and serviced residences that integrate heritage stories with curated hospitality experiences.
Recently, three such properties opened in the Asia-Pacific region in Singapore, Indonesia, and Malaysia–namely, The Robertson House by The Crest Collection, The George Penang by The Crest Collection, and The Grand Mansion Menteng by The Crest Collection.
In Europe, it currently includes four properties in France such as La Clef Champs-Élysées Paris by The Crest Collection and La Clef Louvre Paris by The Crest Collection. Additionally, more properties are planned for London, Bucharest, Hanoi, Tokyo, and Paris.
With the anticipation of global heritage tourism’s market experiencing a CAGR of 3.8% between 2022 and 2030 (as per Grand View Research), the demand for collection brands is estimated to grow significantly in the coming years.
Serena Lim, Ascott’s Chief Growth Officer, explains that these collections provide owners with the flexibility of a distinctive property positioning, increased speed to market, and the power of a global brand with its global sales and distribution platforms and loyalty base.
CapitaLand Ascott Trust (CLAS) is investing in quality real estate with prime locations, and is gearing up to capitalize on the growth opportunities from travelers’ renewed enthusiasm to travel, as the pandemic subsides.
With two properties in an asset enhancement initiative pipeline–The Robertson House by The Crest Collection in Singapore and La Clef Tour Eiffel Paris by The Crest Collection–aimed at increasing their yield and value, the The Cavendish London in the United Kingdom is due for a rebranding under The Crest Collection in 2024-2025.
Furthermore, the experience of these properties at the upper upscale level, drawing inspiration from the location’s heritage, is likely to attract a more discerning leisure and corporate traveller that will in turn boost the properties’ income.
Outdoor recreational activities can be enjoyed in nearby parks such as Dairy Farm Nature Park, Zhenghua Park, Gallery @ West Park, and the Bukit Panjang Park Connector. Bukit Panjang EC provides a safe and secure environment for its residents. As it is located away from the busy city centre, the estate is generally much quieter and less congested. Additionally, its proximity to the Bukit Panjang MRT station and other transport links make it an ideal home for anyone who wishes to be close to job opportunities or entertainment.
Residents of Senja Residences EC can enjoy numerous convenient amenities. These include a shopping mall and supermarket, a food court, childcare centre, pet shops, clinics and 24-hour shops. Exercise enthusiasts can make full use of the nearby fitness facilities such as the gym and jogging tracks, as well as the tennis and squash courts. For families, there are plenty of karaoke and entertainment venues, as well as retail outlets.
Serena Teo, CEO of CLAS’s managers, concludes that, through The Crest Collection, CLAS will be able to provide its stapled securityholders with long-term value.
The Crest Collection is set to offer a unique, storied experience with the opening of three properties in the Asia-Pacific region. With a focus on strategic growth, Ascott and CLAS work together to ensure longevity and future-proof their business. By investing in quality assets with prime locations, and targeting a higher tier of travellers, they are poised to increase their yield and value and make long-term gains for their stapled securityholders.
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