Cheval Collection Unveils New Brand Identity and Digital Platform Amid Middle East Expansion
Cheval Collection has unveiled a new brand identity and digital platform as the company continues to expand its international presence. Announced in Dubai on 20 October 2026, the changes mark the most significant evolution of the brand in more than 16 years.
The UK-based luxury serviced apartment operator has updated its visual identity and launched a redesigned website and booking platform. The changes also introduce new features for guests, corporate clients and loyalty programme members.
A refreshed identity for Cheval Collection
The new identity centres on “Generous by Design”, reflecting the company's focus on space, time and personal attention. Its redesigned logo features two horses framed within an elongated letter C. The design draws inspiration from Knightsbridge in London, where Cheval Collection began.
The company has also introduced new property emblems, signage and visual elements. These reflect the character of individual destinations while maintaining a consistent identity across the portfolio. The designs will feature at existing and upcoming properties in the UAE, Saudi Arabia and other Middle Eastern markets.
New website and booking platform
The new website is available in English, Arabic and Simplified Chinese with more to come, offering dedicated content and imagery for each development including Cheval Maison The Palm Dubai and Cheval Maison Expo City Dubai.
The booking platform now offers expanded payment options and improved functionality for longer stays. It also includes features designed to make the booking process more personal and convenient.
Cheval Collection has launched Cheval Place, a separate platform for corporate clients and travel partners. It provides real-time availability, dynamic pricing and access to negotiated rates.
Updated loyalty benefits
The new digital platforms are integrated with Cheval DISCOVERY, the company's loyalty programme developed in partnership with GHA DISCOVERY. Members will receive personalised discounts based on their membership tier. They can also access their rewards balances, member benefits and exclusive rates through the website and booking process.
Cheval Collection describes the tier-based discount initiative as a first across the Global Hotel Alliance.
Middle East expansion continues
The launch comes as Cheval Collection develops its presence in branded residences. In 2026, the company announced Cheval Residences Dubai Islands, followed by Cheval Residences Knightsbridge Gate.
The company has 645 serviced residences and branded apartments operating or under development across the Middle East. Cheval Maison The Palm Dubai opened in 2023, while Cheval Maison Expo City Dubai became operational in 2025.
Cheval Residences Dubai Islands is scheduled for completion in 2029. In Riyadh, Cheval Ladun Living is expected to open in 2027, followed by Cheval Maison Sulaymaniyah in 2028. The company says further regional property announcements are planned for 2026.
Source : Rebecomms
