From new hotel openings to eco-friendly stays, we’re constantly finding the latest news in the world of hospitality. And recently, we sat down with Tan Bee Leng, Managing Director for Brand & Marketing, The Ascott Limited to learn about The Crest Collection and the brand’s expansion into Asia.

Discover The Crest Collection

Hi, Tan. Thanks so much for sitting down with us. Firstly, can you tell us what seeded the idea for The Crest Collection?

Travellers have become increasingly discerning, resulting in a growing demand for one-of-a-kind experiential stays in iconic and popular gateway cities.

The Crest Collection was launched in France in 2016, to distinguish Ascott’s exclusive collection of unique luxury serviced residences which are designed with an elegant and classic European flair.

With this expansion into Asia, can you share a little about some of the upcoming openings?

The Yuexiu Hotel Guangzhou lobby
The Yuexiu Hotel Guangzhou

One of our upcoming China properties is The Yuexiu Hotel Guangzhou by The Crest Collection, which is opening in the fourth quarter of 2023. It is an ode to Lingnan ancient charm. The building was first built in 1960 and rebuilt in 2008. Marrying modern elements of the bustling port city with its old-world Lingnan charm, cultural elements are incorporated into its furnishings and design elements. These include the Guangzhou city flower, Lingnan windows, as well as jade and wood carvings.

Over 100 paintings, created in the Lingnan style of art that is reminiscent of the city’s unique heritage, will be a running theme across the property’s public areas such as the lounge and restaurant, as well as the guest rooms, painting an authentic storied experience for its guests.

In Singapore, The Robertson House by The Crest Collection, one of the brand’s flagships in Asia set to open at the end of 2023. The property takes its name from its prime location in Robertson Quay, named after Dr J Murray Robertson, a prominent Municipal Councillor during Singapore’s colonial history.

Situated along the historic Singapore River, the refurbished property will exude stately and old-world colonial charm that harks back to the days of Singapore as a bustling entrepot trade hub. Its rooms, social spaces and bespoke programmes will enable guests to appreciate the historical significance of its location and its pivotal role as the birthplace of Singapore’s trade story, through incorporating experiential concepts and design elements that remind guests of Singapore’s unique riverside story.

What can guests staying at a The Crest Collection property expect?

Guests staying at The Crest Collection can expect a unique storied and luxurious experience drawn from the heritage of each property and its location. Each property has a distinct character and offers curated hospitality experiences that reflect the property’s heritage.

How is the brand different to The Ascott Limited hotels and residences already on the market?

The Crest Collection is one of 14 brands under The Ascott Limited’s portfolio of hotels, serviced residences and co-living accommodation.

While the other brands ensure a consistent brand experience across all properties globally, The Crest Collection ensures a one-of-a-kind experience in each iconic destination. Designed to deliver ‘A Story Behind Every Door’, the exclusive curation of properties under The Crest Collection provides a unique story at each property, from the classical finesse of an opera house to the romance of a chateau.

Currently, there are four properties from the brand located in France. What makes these stays unique?

Every property in The Crest Collection tells a different story. Each of the four properties in France carries its own with a distinctive character which epitomises European elegance and grandeur.

The properties in Paris celebrate the magnificence of 19th century Haussmann architecture, each celebrating a unique piece of Parisian history:

La Clef Champs-Élysées Paris by The Crest Collection builds on the legacy of the Hennessy family, one of the most prominent families in the world.

La Clef Tour Eiffel by The Crest Collection is nestled between historical monuments of the Eiffel Tour and Arc de Triomphe.

La Clef Louvre Paris by The Crest Collection is steeped in the cultural and artistic epoch of the city, flanked by Palais du Louvre Museum, the Comédie-Française and the Opéra Garnier.

Château Belmont Tours by The Crest Collection is set in a 2.5-hectare park in the medieval city of Tours and offers guests a taste of privileged living in 17th century France.

Sustainability is a real consideration for travellers these days. Can you share some of the eco-friendly practices that The Crest Collection uses?

We remain committed to curating a unique hospitality experience for our guests across our properties while also meeting their growing expectations for sustainability.

In November 2022, we launched Ascott CARES, a sustainability framework that aligns our growth strategy with environmental, social and governance (ESG) considerations alongside the Global Sustainable Tourism Council (GSTC) Criteria. This framework is centred around five pillars representing the acronym CARES – Community, Alliance, Respect, Environment and Supply Chain.

As a hospitality group, we actively focus on key aspects to drive low-carbon transition, practise water conservation and resilience, develop sustainable accommodations, waste management, and explore circular economy solutions, with a net zero commitment by 2050. The Crest Collection, along with all our other hotels and serviced residences, is further committed to responsible sourcing of supplies such as bathroom amenities, towels, linens, laundry bags and laundry hangers, housekeeping cleaning supplies as well as F&B amenities such as sugar, tea and coffee, with full compliance across the group by 2028.

With the support of our associates and strong alliances forged with external stakeholders, we are on a journey to advance sustainability across destinations where we operate, and aim to create a positive impact for the environment, our guests, and the communities we serve.

Finally, can you share any other exciting developments from The Crest Collection that are coming up?

To date, Ascott has secured over 1,000 units across eight properties under The Crest Collection. Key travel destinations in the pipeline for The Crest Collection include Jakarta, Bangkok, Tokyo, Osaka, and London.

Learn more about The Crest Collection

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