Following a landmark month of strategic growth, Nick Pilbeam, Chief Commercial Officer of Cheval Collection, discusses the company’s decisive move into the ultra-luxury branded residences sector.
With the UK-based hospitality leader launching its flagship Cheval Residences Knightsbridge Gate in London just two weeks after debuting Cheval Residences Dubai Islands, the group is rapidly leveraging over 40 years of expertise to meet a rising global demand for service-led homeownership. I sat down with Pilbeam to explore how these exclusive new developments – ranging from a Grade II-listed Edwardian icon in London to a visionary beachfront destination in the UAE – signal a transformative era for the brand as it expands its footprint across Europe and the Middle East.
Cheval Residences Knightsbridge Gate was announced just two weeks after your debut in Dubai. What does this rapid-fire launch schedule say about the current global demand for luxury branded residences?
Luxury branded residences have been a feature of the real estate sector since launch of the Sherry-Netherland hotel in Manhattan in 1927, but it is only in recent years that we have seen this area of the sector start to expand, meeting the appetites of the growing number of high-net worth individuals who seek to enjoy a combination of high-end service and luxury surroundings as they travel the world.
If you buy a branded residence under an established luxury brand such as Cheval Collection, the residences are an extension of that luxurious service-led experience. We are creating not just somewhere to live, but a community with links to the local neighbourhood, something which is very appealing to buyers.
Are you seeing a shift in buyer behaviour where frequent travellers now prefer ownership over long-term rentals?
There is an attraction to owning a property and being part of a community which was one of the reasons we decided to offer ownership alongside our traditional serviced apartment model. We are lucky enough to have a high number of loyal guests who stay in our properties around the world and the branded residences ensure that we are keeping pace with their evolving appetites, giving them the opportunity to own their own Cheval Collection property, while also appealing to new audiences seeking a high-quality, service-led residential offering, supported by an industry-leading loyalty programme.
Demand remains high for serviced apartments and we are continuing to expand through management contracts. We are due to debut in Saudi Arabia in 2027, with Cheval Ladun Living, located in Riyadh followed by Cheval Maison Sulaymaniyah in 2028.
How does the new branded residences business model differ fundamentally from your established serviced apartment operations?
Under the branded residences model, owners will benefit from Cheval Collection’s extensive luxury service experience, while also counting the property as an asset. Other than ownership, the experience will be similar to that of a guest in our serviced apartments, reflecting our 45 years of experience in the sector.
Owners will also be offered elite status within Cheval DISCOVERY, our loyalty programme in partnership with the Global Hotel Alliance, extending discounts and rewards across all Cheval properties, and at over 50 partners within the world’s largest alliance of independent hotels, resorts and residence brands.
Knightsbridge Gate is designated as the UK flagship for the branded residences business. Why was this specific Grade II-listed Edwardian property chosen to represent the brand’s pinnacle in London?
Knightsbridge Gate is an exceptional location with a retained, Edwardian façade, comprising 15 meticulously-designed ultra luxury residences ranging from 1-bedroom to 6-bedroom apartments, the majority of which feature balconies and terraces. We felt that this striking property set the standard for our move into branded residences, illustrating our commitment to luxury to our potential owners.
Unlike your wider portfolio, the 15 apartments at Knightsbridge Gate will not be available for rent. Why was the decision made to keep this property strictly for owners?
Apartments at Cheval Residences Dubai will be available for voluntary rental by owners who wish to benefit from our distribution capabilities while travelling away from their property. We are keen to emphasise the residential nature of the new offering at Knightsbridge Gate, enabling owners to create a true home; a key point of differentiation that is central to the flagship property.
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Cheval Residences Dubai Islands is your first beachfront property in the Middle East. How does the “lifestyle-led” development approach there differ from the “super-prime” urban luxury offered in London?
We are thrilled to be working with AVENEW and Wadeen Developers on Cheval Residences Dubai Islands, creating a luxury property with a strong connection to the beachfront. Cheval Residences Dubai Islands is in a very different location to Knightsbridge Gate, but the two will share the same exceptional standards of service that have become synonymous with the Cheval Collection brand.
We believe there is great potential for branded residences in both city centre and beachfront locations and we are in a number of discussions with owners and developers around the world to expand our estate further.
Knightsbridge Gate owners have access to a la carte services like private chefs and personal assistants. How do you ensure the “Cheval standard” of service is maintained in a private residential setting versus a hotel environment?
At Cheval Collection we have more than 45 years of experience in serviced apartments, not only as an operator, but as an owner. This has given us a unique insight into creating high-quality, service-led offerings and we look forward to drawing on this experience as we expand into branded residences.
Owners are offered elite status within Cheval DISCOVERY. How critical is this partnership with the Global Hotel Alliance in attracting international investors who may own multiple properties globally? And how has your experience with loyalty programmes shaped Cheval DISCOVERY?
Loyalty programmes have become an essential part of every guest stay and GHA Discovery offers the opportunity to recognise and reward our loyal Cheval customers. GHA Discovery has a proven track record and, with its focus on luxury brands, has been an appropriate fit for us at Cheval Collection.
Membership, such as that offered to owners, extends discounts and rewards across all Cheval properties, and at over 50 partners within the world’s largest alliance of independent hotels, resorts and residence brands, making it the perfect choice for frequent travellers.
GHA Discovery is the only loyalty scheme run by hotels, for hotels, and encourages direct bookings as well as providing additional marketing support and access to new markets and 30 million new customers. The programme also delivers additional guest feedback, helping us to hone our offering as we expand globally.
With upcoming projects in Riyadh and existing operations at Palm Jumeirah and Expo City, how central is the Middle East to Cheval’s 10-year growth strategy?
The Middle East is a thriving destination for both the leisure and corporate markets, with investment from both public and private bodies ensuring that it will continue to grow in the coming years. Our conversations in the region lead us to believe that demand for an experienced, luxury-driven brand is only growing, with both investors and guests.
Serviced apartments have greater flexibility and operational efficiency than traditional hotels and are feeding a growing customer demand and we expect to see this demand continue to build, particularly in the luxury sector.
Our results in the region have exceeded expectations and we are in talks to add further properties in the region under the management model, which helps us to grow while remaining aligned with owners.
For the Dubai Islands project, you are partnering with AVENEW and Wadeen Developers. What specific expertise do these partners bring that complements Cheval’s hospitality background?
We are delighted to be partnering with AVENEW and Wadeen Developers on Cheval Residences Dubai Islands and drawing on their expertise for this project. Cheval Residences Dubai Islands will see us combine our track record in luxury serviced apartments with AVENEW’s lifestyle-led development approach and Wadeen Developers’ expertise delivering high-quality residential assets, creating a long-term, serviced residential asset that blends premium hospitality standards with the comfort and functionality of private living.
You have two properties slated for Riyadh – Cheval Ladun Living and Cheval Maison Sulaymaniyah. Will these also include branded residential components, or will they focus on the Maison hotel apartment brand?
Cheval Ladun Living and Cheval Maison Sulaymaniyah will open under our serviced apartment model, offering luxury service in exceptional properties. We continue to pursue growth in both serviced apartments and branded residences and anticipate announcements of further expansion in the coming months.
Which global markets or cities are currently at the top of your priority list for the next phase of expansion?
The growth of both serviced apartments and branded residences has accelerated in recent years, with both owners and guests seeking a high-quality, service-led residential offering, supported by a renowned brand. We are in talks over future openings in a number of dynamic locations around the world, supported by buoyant demand for global travel.
All images: Cheval Collection
