“Generous by Design”: A new identity after sixteen years
Unveiled in London on 20 October 2026, the new identity of Cheval Collection marks a significant milestone for a company whose history spans more than forty years.
At the heart of the rebrand is the signature “Generous by Design”, reflecting an approach to luxury built around three dimensions: generosity of space, time and attention to guests.
The new logo depicts two horses enclosed within an elongated letter “C”. It draws inspiration from the history of Knightsbridge, the London neighbourhood where the brand originated. The visual identity also incorporates individual emblems for each residence, designed to preserve their distinctive character while reinforcing consistency across the portfolio.
Beyond this aesthetic evolution, Cheval Collection is seeking to establish a unified positioning across its premium serviced apartments and branded residences.
A new digital platform to strengthen direct bookings
The transformation also extends to the group’s commercial infrastructure, with the launch of a new website and booking engine.
The platform places greater emphasis on destination content, personalisation of the guest journey and direct booking.
Each property benefits from dedicated content and imagery designed to communicate its individual identity more effectively and improve its visibility in search engines.
At launch, the website is available in English, Arabic and Simplified Chinese, with additional languages to be introduced progressively.
The new booking engine offers a wider range of payment methods, features tailored to extended stays and enhanced personalisation.
This development addresses a particularly important challenge for serviced apartment operators: combining the booking flexibility of hotels with the commercial and operational requirements of longer stays.
Cheval Place: A dedicated platform for corporate clients and partners
Cheval Collection is also launching Cheval Place, a booking environment designed for businesses, agencies and professional partners.
The platform provides access to real-time availability, dynamic pricing and negotiated rates.
It is intended to simplify corporate bookings while improving partners’ access to the group’s accommodation inventory.
This initiative reflects the group’s ambition to develop a more structured B2B distribution strategy, an important segment for serviced residences accommodating business travellers, expatriates and extended-stay guests.
Loyalty: A first within the Global Hotel Alliance
Another commercial innovation is the integration of both platforms with Cheval DISCOVERY, the loyalty programme developed within the framework of GHA DISCOVERY.
Cheval Collection is introducing a personalised discount structure directly linked to members’ status tiers.
According to the group, this represents a first within the Global Hotel Alliance: rate benefits increase according to the member’s level within the programme.
Members can also view their available rewards, benefits and exclusive rates directly during the booking process.
For Nick Pilbeam, Chief Commercial Officer of Cheval Collection, the development is intended to strengthen direct guest relationships while providing more tangible recognition of customer loyalty.
The objective is twofold: to make direct booking more attractive and to create greater differentiation between the benefits offered to regular guests.
More than 950 units and planned developments in Saudi Arabia
The rebrand comes as Cheval Collection continues to diversify its portfolio.
In 2026, the group strengthened its positioning in branded residences through the Cheval Residences Dubai Islands and Cheval Residences Knightsbridge Gate projects.
The opening of Cheval Maison Expo City Dubai brought its portfolio to more than 950 units.
Further development is planned in the Middle East, with two announced properties in Saudi Arabia:
- Cheval Ladun Living Riyadh, scheduled for 2027;
- Cheval Maison Sulaymaniyah, announced for 2028.
The group intends to pursue growth through management agreements and partnerships in the branded residences sector.
This model enables Cheval Collection to explore opportunities across different international markets without restricting its activities to the traditional operation of serviced apartments.
LTH Analysis | A brand transformation designed to support distribution and growth
The transformation of Cheval Collection extends far beyond a new logo.
It brings together three complementary priorities: clarifying brand positioning, strengthening direct distribution and developing an international portfolio combining hospitality accommodation with branded residential real estate.
The creation of Cheval Place demonstrates the importance attached to corporate customers, while deeper integration with GHA DISCOVERY aims to reinforce loyalty and strengthen control over guest relationships.
The principal commercial challenge will be to convert this new digital infrastructure into direct bookings, effective customer retention and improved net revenue after distribution costs.
At the same time, branded residences offer new development opportunities, particularly through real estate partnerships and management agreements.
For Cheval Collection, the rebrand therefore represents both an investment in brand equity and the creation of commercial infrastructure designed to support the group’s next phase of growth.
At a Glance
Group: Cheval Collection, United Kingdom.Announcement: Brand identity and digital platform relaunch, 20 October 2026.Brand positioning: “Generous by Design”.Digital strategy: Direct booking, personalisation and long-stay functionality.B2B platform: Cheval Place, with live availability and dynamic pricing.Loyalty: Cheval DISCOVERY, integrated with GHA DISCOVERY.Portfolio: More than 950 units.Pipeline: Cheval Ladun Living Riyadh (2027) and Cheval Maison Sulaymaniyah (2028).
