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