The Ascott Limited is accelerating the expansion of its brand The Crest Collection internationally and is adding a fifth address in France, which will also be the brand's fourth in Paris.
After having successfully opened 4 properties in France (La Clef Tour Eiffel, La Clef Champs-Élysées and La Clef Louvre in Paris and Château Belmont in Tours), The Crest Collection will open a fifth property in 2026.
The current Citadines Saint-Germain-des-Prés Paris residence will be completely transformed into a five-star hotel. The renovation will start in 2024 after the Olympic Games and will be completed in early 2026.
The renovation will be carried out by Studio Jean-Philippe Nuel, which specialises in the interior design of luxury hotels and was already responsible for the renovation of La Clef Champs-Elysées Paris, a historic residence built by the Hennessy family in 1907 and transformed into a luxury hotel.
Located in the literary district of Paris, the Citadines Saint-Germain-des-Prés Paris will retain its historic Haussmann-style façade, while drawing inspiration from the history of the area, a meeting point for famous painters and writers in the 19th and early 20th centuries.
On the banks of the Seine, in the heart of Paris, The Crest Collection aims to create a new and unique Parisian project in tune with its surroundings. Rare are the hotels with a facade on the Seine, the new property located on the Quai des Grands Augustins is opposite the Ile de la Cité on a site that since the Middle Ages has witnessed the history of Paris. Initially the Abbaye des Grands Augustins, the site was then home to the Poultry Market and was finally transformed into offices. Nourished by this past, the future residence has the ambition to become a reference property on the Left Bank capable of offering its clients a unique and singular experience.
Studio Jean-Philippe Nuel in charge of the building's renovation
The brand also aims to increase its international presence, particularly on the Asian continent. To this end, the current Riverside Hotel Robertson Quay in Singapore will be renovated and renamed The Robertson House by The Crest Collection, with an opening planned for the third quarter of 2023. In China, the Yuexiu Hotel Guangzhou by The Crest Collection will be operational in the second quarter of 2023.
In total, The Crest Collection will have eight properties in five cities in Singapore, China, France and Vietnam. Ascott also plans to add more Crest Collection residences in popular tourist destinations such as Jakarta, Bangkok, Tokyo, Osaka and London.
The Crest Collection responds to the growing demand from hotel owners for an upscale positioning combined with the power of a global chain. Hotels that fit the brand's philosophy and values can be quickly integrated into Ascott's portfolio. Owners will be able to leverage our hotel operator expertise and take advantage of our brand awareness and Ascott Star Rewards (ASR) loyalty programme to reach more potential customers. We look forward to welcoming other hotels that are looking to expand their customer base and strengthen their global profile while maintaining their own identity.
Tan Bee Leng, General Manager of Brand and Marketing, Ascott