Cheval Collection, the UK-based luxury hotel apartments and branded residences company, has unveiled a refreshed brand identity and redesigned digital platform, marking its most significant brand evolution in more than 16 years as it expands across the Middle East and international markets.
The transformation
introduces the concept of “Generous by Design”, reflecting the company’s focus
on spacious accommodation, attentive service and personalised guest
experiences.
The new identity retains links to the brand’s
more than four-decade heritage while providing a platform for expansion across
luxury serviced apartments and branded residences.
The redesigned logo
features two horses framed within an elongated letter ‘C’, inspired by
Knightsbridge in London, where the company originated.
The symbol represents
connection, welcome and belonging, while the extended form reflects the space
and time central to the Cheval experience.
The visual refresh
also includes property-specific emblems, signage and design elements inspired
by traditional flags, reflecting the character of individual destinations while
maintaining a consistent identity across the portfolio.
Digital platform
targets personalised experiences
Alongside the rebrand,
Cheval Collection has launched a redesigned website and booking platform,
including Arabic-language functionality, to improve accessibility and
streamline reservations.
The website is
initially available in English, Arabic and Simplified Chinese, with further
languages planned.
Updated property pages
feature tailored content and imagery, including for Cheval Maison The Palm
Dubai and Cheval Maison Expo City Dubai, to highlight each property's
individual character and improve online discoverability.
The booking engine
introduces expanded payment options, improved support for longer stays and
enhanced personalisation throughout the reservation process.
The company has also
launched Cheval Place, a dedicated platform for corporate clients and travel
partners, offering real-time availability, dynamic pricing and access to
negotiated rates.
Both platforms
integrate with Cheval DISCOVERY, the company’s loyalty programme delivered in
partnership with GHA DISCOVERY.
Members will receive
personalised discounts linked to their membership tiers, with greater savings
and benefits available as they progress through the programme.
Nick Pilbeam, Chief
Commercial Officer at Cheval Collection, said: "This launch represents far
more than a new look and feel. It is an expression of who we are today and
where we are going next.
"As our business
continues to grow in the internationally, including significant expansion in
the Middle East, we wanted a brand that reflects the depth of our heritage
while providing a confident platform for the future. Generous by Design
captures something we have always believed: that true luxury is created through
the space, time and attention our guests experience every day.
"The investment
in our digital experience is equally important. Guests increasingly expect
interactions that are seamless, personal and intuitive. Our new platform allows
us to better meet those expectations while strengthening direct relationships with
our guests.
"We are
particularly proud to introduce a personalised DISCOVERY member discount by
tier, recognised by GHA as the first initiative of its kind across the global
alliance, demonstrating our commitment to rewarding loyalty in meaningful ways
while continuing to innovate in areas that matter most to our guests."
Middle East portfolio
expands
The rebrand comes as
Cheval strengthens its presence in the branded residences sector, following the
launch of Cheval Residences Dubai Islands and Cheval Residences Knightsbridge
Gate.
The company currently
has 645 serviced residences and branded apartments operating or under
development across the Middle East.
In the UAE, Cheval
Maison The Palm opened in 2023, while Cheval Maison Expo City became
operational in 2025.
Cheval Residences
Dubai Islands is scheduled for completion in 2029.
In Saudi Arabia,
Cheval Ladun Living and Cheval Maison Sulaymaniyah, both in Riyadh, are
scheduled to open in 2027 and 2028, respectively.
The company said
further regional properties, including developments in new markets, are
expected to be announced this year. -TradeArabia News Service