Cheval Collection Unveils Generous by Design Identity and Booking Platform as Middle East Portfolio Reaches 645 Residences

Cheval Collection has unveiled a refreshed brand identity and redesigned digital platform, its most significant brand evolution in more than 16 years, as it expands across the Middle East and international markets. The UK-based luxury hotel apartments and branded residences company announced the launch on October 20, 2026, according to EIN Presswire.

Cheval Collection's Generous by Design Identity

The transformation introduces the concept of "Generous by Design", which reflects 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.

Alongside the rebrand, Cheval Collection 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.

The booking engine introduces expanded payment options, improved support for longer stays and enhanced personalisation throughout the reservation process. The company 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.

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."

Cheval Collection's Middle East Portfolio

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, according to akta.pro company records. 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.

Cheval Collection's Earlier Expansion Moves

Cheval Collection appointed Robert Nicolas as Cluster Director of Sales for its two Dubai serviced apartments, Cheval Maison The Palm and Cheval Maison Expo City, which together have 282 keys, Eatnstays reported in September 2026. In August 2026, Skift reported that Cheval Collection aims to double its global portfolio within a few years, with the Middle East as a key growth driver.

In July 2026, Cheval Collection won Best Cross-Brand Contribution at the 2026 Global Hotel Alliance Awards for inspiring the most member stays across other GHA brands, Eatnstays reported. Enrolment targets were exceeded by 40% in the first six months, with one property reaching 500% of its target.

Cheval Maison Sulaymaniyah Construction Timeline

Cheval Collection has concluded concept design and is now in schematic design for Cheval Maison Sulaymaniyah in Riyadh, with ground works progressing, Zawya reported in June 2026. Construction is expected to begin in Q1 2027 and complete in Q4 2028.