Cheval Collection Unveils New Brand Identity
The serviced apartment operator launched a refreshed visual identity, a new website and direct booking platform, and plans for properties in Glasgow and Riyadh.
Updated on Nov. 4, 2026 in Hotels
Cheval Collection unveiled a refreshed brand identity featuring an elongated capital C framing two horses, inspired by London's Knightsbridge area. The company also launched a new website and direct booking platform as it expands its portfolio.
Why it matters
The relaunch reflects the company's progress since it began as a serviced apartment business in London more than four decades ago and prepares it for further international growth. Its new member discount structure links directly with the Global Hotel Alliance platform.
The Glasgow project will deliver 70 serviced apartments in a seven-storey building, with a planned opening in early 2027. Cheval Ladun Living in Riyadh will offer 124 apartments and is expected to open in late 2027, while Cheval Maison Sulaymaniyah will add 150 apartments in 2028.
The players
Cheval Collection
A hospitality company that began as a serviced apartment business in London more than four decades ago and now operates branded residences across several markets.
The details
Cheval Residences Dubai Islands and Cheval Residences Knightsbridge Gate have opened, and Cheval Maison Expo City Dubai has launched. Cheval Place gives travel partners and corporate clients a dedicated booking portal with real-time pricing and availability.
Timeline
Early 2027: Seven-storey Glasgow serviced apartment building planned to open with 70 units.
Late 2027: Cheval Ladun Living in Riyadh expected to open with 124 apartments.
2028: Cheval Maison Sulaymaniyah in Riyadh scheduled to open with 150 apartments.
Market Landscape
Cheval's move to link member discounts with the Global Hotel Alliance platform places it within a broader pattern of serviced apartment operators tying direct booking to alliance-based loyalty networks. Its expansion into Dubai, London, Glasgow, and Riyadh reflects competition among hospitality brands for branded residences in high-growth international markets.
Travelers booking serviced apartments can now reserve directly through Cheval's new website and receive member discounts tied to the Global Hotel Alliance platform. Corporate clients and travel partners can use the Cheval Place portal for real-time pricing and availability.
The takeaway
Travelers comparing serviced apartment options may find that direct booking and alliance-linked member discounts can affect the cost of a stay. Checking pricing on the operator's own platform alongside alliance benefits can help identify the better rate.
What happens next
The Glasgow serviced apartment building is planned to open in early 2027, Cheval Ladun Living in Riyadh is expected to open in late 2027, and Cheval Maison Sulaymaniyah is scheduled to open in 2028.
Further reading
Explore more on Hotels for context on how serviced apartment brands are expanding their booking options.
Source note: This article includes information reported by THP News.
