Inspired by London heritage, the refresh brings new digital services and loyalty perks to regional guests.
- Cheval Collection operates or develops 645 residences across the Middle East.
- Cheval Collection’s first major brand overhaul in more than sixteen years.
- The new logo draws inspiration from the brand’s Knightsbridge birthplace.
- An Arabic website and updated booking platforms form part of the refresh.
A good serviced apartment gives travellers room to settle in, unpack properly and enjoy a little more independence than a traditional hotel room allows. That sense of space sits at the centre of Cheval Collection Dubai, which has unveiled a new brand identity at Cheval Maison Expo City Dubai. The refresh is the company’s biggest overhaul in more than 16 years. A new look, with London roots.
For a guest checking into Expo City after a long flight, the experience begins well before reaching the front desk. Cheval Collection’s updated identity now extends to a redesigned website, an Arabic-language version and refreshed booking platforms for both consumers and business partners. The digital details matter.
The new logo draws on Knightsbridge in London, where the collection began. Two horses reference the historic meeting point of the original Knights Bridge, while an elongated letter C represents the generous space and time associated with the guest experience. It’s a symbol with a story.
A brand identity can say plenty before a guest has even opened the door. At Cheval Maison Expo City Dubai, Cluster General Manager John Raffoul raised a flag bearing the new logo to mark the refresh, giving the property a role in the next chapter of the wider collection. The celebration was both local and symbolic.
For travellers comparing accommodation in Dubai, the serviced apartment format offers a different rhythm from a short hotel stay. More space can make a difference for longer visits, business trips or family travel, particularly when guests want a place to return to between meetings, outings and dinners.
The new digital booking experience also connects with Cheval DISCOVERY, the collection’s loyalty programme operated in partnership with Global Hotel Alliance. Personalised discounts based on membership tier form part of the update, giving returning guests another reason to book directly.
Across the region, the collection has 645 serviced residences and branded apartments either operating or in development. In the UAE, Cheval Maison The Palm opened in 2023, Cheval Maison Expo City became operational in 2025, and Cheval Residences Dubai Islands is scheduled for completion in 2029.
Saudi Arabia is also part of the expansion, with Cheval Ladun Living and Cheval Maison Sulaymaniyah in Riyadh scheduled to open in 2027 and 2028 respectively. Further regional properties are expected to take the collection beyond 1,000 units across MENA. More addresses are on the way.
The refresh arrives as luxury hospitality places greater emphasis on digital convenience, personal recognition and experiences that feel tailored to each guest. For Cheval, the new Arabic website, booking platforms and loyalty discounts give that shift a practical expression, while the logo keeps its London origins in view. Explore the refreshed brand and its Dubai residences to see what comes next.
Visit the Website for more details and updates.
