Cheval Collection, the UK-based luxury serviced apartments and branded residences company with a growing portfolio of properties, today unveils its refreshed brand identity and new digital platform, marking the most significant evolution of the brand in more than 16 years.
The launch reflects the company’s continued growth, expanding international ambitions, and commitment to creating exceptional experiences for guests, owners and partners alike.
As well as a visual transformation, the brand refresh represents a renewed articulation of what has always set Cheval apart: thoughtfully designed spaces, attentive service and a deep understanding of how people want to live, work and travel today.
At the heart of the new identity is the concept of Generous by Design, a philosophy that captures the distinctive qualities that define the Cheval experience: the generosity of space, time and attention. The refreshed identity introduces a contemporary visual language that supports the brand’s continued expansion across luxury serviced apartments and branded residences, while remaining deeply-rooted in the heritage that has shaped Cheval Collection for more than four decades.
Central to the new brand is a reimagined logo featuring two horses framed within an elongated ‘C’. Inspired by the history of Knightsbridge in London, where Cheval’s story began, the mark symbolises connection, welcome and belonging. The extended form reflects the generosity of space and time that defines the guest experience, while the two horses evoke the historic meeting point of the original Knights Bridge. Their raised hooves represent a gesture of welcome, reflecting the warmth and attention that sit at the heart of the brand.
The identity is further expressed through a distinctive collection of property emblems, signage and visual elements inspired by traditional standards and flags. Individually crafted to reflect the character of each Cheval destination, they celebrate local identity while creating a cohesive sense of belonging across the Cheval portfolio.
Alongside the new brand identity, Cheval Collection has launched a completely redesigned website and booking platform, creating a more intuitive, personalised and seamless digital experience.
Developed to better serve guests while supporting future growth, the platform places greater emphasis on destination storytelling, direct booking and personalisation. Each property benefits from bespoke content and imagery, allowing its individual character to be expressed more authentically while improving discoverability through search.
The website launches in English, Arabic and Simplified Chinese, with additional language options planned as the platform continues to evolve.
The new booking engine has been designed around flexibility and convenience, offering expanded payment options, improved functionality for longer stays and enhanced personalisation throughout the booking journey.
Today’s launch also introduces Cheval Place, a dedicated booking platform for corporate clients and travel partners, providing real-time availability, dynamic pricing and streamlined access to negotiated rates.
Both platforms are fully integrated with Cheval DISCOVERY, the company’s loyalty programme delivered in partnership with GHA DISCOVERY.
As part of the launch, Cheval Collection has introduced a personalised member discount structure linked directly to DISCOVERY membership tier status. A global first across the Global Hotel Alliance, the initiative provides progressively enhanced savings and benefits as members move through the programme’s tiers, creating a more rewarding and personalised experience for frequent guests.
Guests can also access live rewards balances, member benefits and exclusive rates directly through the website and booking journey, creating a more connected and seamless experience from inspiration to arrival.
Nick Pilbeam, Chief Commercial Officer, Cheval Collection, said: “This launch represents far more than a new look and feel. It is a considered expression of who we are today and where we are going next.
“As our business continues to grow internationally, 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’re 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. It demonstrates our commitment to rewarding loyalty in meaningful ways while continuing to innovate in areas that matter most to our guests.”
The brand and digital transformation arrives during a period of significant momentum for the business.
Earlier this year, Cheval Collection expanded into the branded residences sector with the launch of Cheval Residences Dubai Islands and Cheval Residences Knightsbridge Gate, extending the company’s hospitality-led approach into luxury residential living.
The opening of Cheval Maison Expo City Dubai increased the portfolio to more than 950 units, while a growing development pipeline will see the brand enter Saudi Arabia with Cheval Ladun Living Riyadh in 2027, followed by Cheval Maison Sulaymaniyah in 2028.
The business continues to pursue growth opportunities through both management agreements and branded residence partnerships across key international markets.
