UK-based luxury serviced apartment and branded residences company Cheval Collection has unveiled a refreshed brand identity and redesigned digital platform, marking its most significant brand evolution in more than 16 years.
The company said the changes reflected its growth, expanding ambitions in the Middle East and other international markets, and commitment to enhancing experiences for guests, owners and partners.
The refreshed identity is built around the concept of “Generous by Design”, reflecting the company’s focus on space, time and personal attention. The new visual identity includes a redesigned logo featuring two horses within an elongated letter “C”, inspired by the history of Knightsbridge in London, where Cheval began.
The company has also introduced property emblems, signage and other visual elements designed to reflect the character of individual destinations while maintaining a consistent identity across its portfolio.
Alongside the rebranding, Cheval Collection has launched a redesigned website and booking platform, available in English, Arabic and Simplified Chinese, with additional languages planned. The platform includes property-specific content and imagery, expanded payment options, improved functionality for longer stays and personalised booking features.
The company said the website was designed to support direct bookings and provide a more intuitive digital experience. Its properties include Cheval Maison The Palm Dubai and Cheval Maison Expo City Dubai.
Cheval Collection has also launched Cheval Place, a booking platform for corporate clients and travel partners. It offers real-time availability, dynamic pricing and access to negotiated rates.
Both digital platforms are integrated with Cheval DISCOVERY, the company’s loyalty programme operated in partnership with GHA DISCOVERY.
As part of the launch, the company has introduced personalised member discounts linked to loyalty programme tiers. Cheval Collection said the initiative, which offers progressively enhanced savings and benefits as members advance through the tiers, was the first of its kind across the Global Hotel Alliance.
Members can also access reward balances, benefits and exclusive rates through the website and booking process.
Nick Pilbeam, chief commercial officer of Cheval Collection, said the launch represented more than a new visual identity and reflected the company’s direction as it expanded internationally.
He said the investment in the digital platform was intended to meet guests’ expectations for seamless and personalised interactions while strengthening direct relationships with them.
The brand and digital changes come as Cheval Collection expands its presence in the Middle East and moves further into branded residences.
The company announced Cheval Residences Dubai Islands in 2026, followed by Cheval Residences Knightsbridge Gate, extending its hospitality offering into luxury residential properties.
Cheval Collection currently has 645 serviced residences and branded apartments operating or under development in the Middle East, according to the company.
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 property announcements were expected this year.
Cheval Collection began more than 40 years ago in London and now operates nearly 1,000 apartments across 12 properties, with further developments under way. Its international expansion began in 2023 with the opening of Cheval Maison The Palm Dubai, followed by its announced expansion into Riyadh in 2024.
In 2025, the company launched Cheval DISCOVERY in partnership with the Global Hotel Alliance.
