Cheval Collection, the UK-based luxury hotel apartments and branded residences company with a growing portfolio of properties in the Middle East, 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 MENA and international ambitions, and commitment to creating exceptional experiences for guests, owners and partners.

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 new 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 – including existing and upcoming properties in the UAE, KSA and other parts of the Middle East – they celebrate local identity while creating a cohesive sense of belonging across the Cheval portfolio.

A more personal digital experience

Alongside the new brand identity, Cheval Collection today launches a completely redesigned website and booking platform – including an Arabic version – 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 – including Cheval Maison The Palm Dubai and Cheval Maison Expo City Dubai – 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 languages planned as the platform evolves.

The new booking engine is 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.

Setting new standards in loyalty

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 introduces 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, 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 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."

Supporting the next phase of growth

Cheval’s 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, starting in the UAE with the launch of Cheval Residences Dubai Islands, followed by Cheval Residences Knightsbridge Gate, extending the company’s hospitality-led approach into luxury residential living.

Cheval Collection currently has 645 serviced residences and branded apartments in operation or under developments in the Middle East. In the UAE, the award-winning Cheval Maison The Palm opened in 2023, Cheval Maison Expo City went operational in 2025, and Cheval Residences Dubai Islands is set for completion in 2029.  In KSA, Cheval Ladun Living and Cheval Maison Sulaymaniyah, both in Riyadh, are slated to open in 2027 and 2028 respectively.  More properties in the region, including ventures in untapped markets, will be announced this year.