Cheval Collection Unveils 16-Year Brand Refresh with 'Generous by Design'

Cheval Collection has launched its most significant brand refresh in over 16 years, introducing 'Generous by Design' as the core philosophy. The UK-based luxury serviced apartments and branded residences company is shifting to an experience-led model centered on space, time, and attention. This evolution supports its growth into new markets with a redesigned digital ecosystem.

Additional regional properties are expected to be announced this year. The refresh is rooted in the company's more than 40 years of heritage.

Digital Transformation

The comprehensive refresh includes a fully redesigned website and booking platform. It features personalized content, improved discoverability, and expanded payment options. The platform launches supporting English, Arabic, and Simplified Chinese, with plans to add more languages in the future.

The new booking engine is built for flexibility. It better supports longer stays, enhances personalization, and offers more payment choices. A dedicated platform for corporate clients and travel partners, called Cheval Place, provides real-time availability and dynamic pricing. The entire system integrates with the Cheval DISCOVERY loyalty programme. The aim is to strengthen direct guest relationships through seamless digital interactions.

Lee Hoddy, Executive Creative Director at Conran Design Group, stated the rebrand is about emotional authenticity, not surface-level changes. The visual identity includes a new logo featuring two horses within an elongated 'C', inspired by Knightsbridge in London. Property-specific emblems and signage, modeled on traditional flags, reflect local character.

Loyalty Program Innovation

A key innovation is a new personalized discount structure linked directly to a member's DISCOVERY loyalty tier. This initiative is recognized as the first of its kind across the entire Global Hotel Alliance. Members receive larger benefits at higher membership tiers. The platforms are fully integrated with Cheval DISCOVERY, the loyalty program run in partnership with GHA DISCOVERY.

Strategic Expansion

Cheval Collection is accelerating growth through new branded residences and management agreements. Its portfolio now exceeds 950 units following the opening of Cheval Maison Expo City Dubai. The company currently operates more than 645 serviced apartments and branded residences in the Middle East.

A robust development pipeline targets key international markets. The company plans to expand to over 1,000 properties in the coming months. Its growth is fueled by partnerships with firms like Ladun Investments in Saudi Arabia and AVENEW Development in Dubai.

Recent and upcoming openings illustrate this pace:

Nick Pilbeam, Chief Commercial Officer of Cheval Collection, said the launch reflects who they are today and where they are going next. The company's next major opening, Cheval Ladun Living, will mark its formal entry into Saudi Arabia upon completion in Riyadh in 2027.