The Cheval Collection has built a strong reputation in luxury serviced apartments, to find out how and more BTN caught up with , Chief Commercial Officer, Cheval Collection for a Q&A session.
1.Cheval Collection has built a strong reputation in luxury serviced apartments. What made now the right moment to formally enter the branded residences sector?
Moving into the branded residences sector is core to our expansion strategy. We are already firmly established as a world leader in luxury serviced apartments that our guests call home, so venturing into this sector is a natural progression for Cheval Collection. Demand for branded residences is growing exponentially – especially in the Middle East – and debuting our first branded residences property in Dubai brings new standards of high-end living to the UAE, and reinforces our commitment to sustained growth in the region.
2.How does Cheval Residences Dubai Islands evolve your existing proposition, what will feel different for guests, residents, and investors compared to your current portfolio?
Cheval Residences Dubai Islands complements our already-operational properties in Dubai: Cheval Maison Palm Jumeirah and Cheval Maison Dubai Expo City, which both offer luxury hotel apartments. Many guests at these properties are staying with us on a long-term basis because they love and trust the brand. Expanding into branded residences gives our loyal customers the opportunity to own their own Cheval Collection property, and will also appeal to new audiences seeking a high-quality, service-led residential offering. Buyers can expect all the hallmarks of Cheval Collection’s ultra-luxury services but with added benefits like access to the Global Hotel Alliance through our Cheval DISCOVERY loyalty scheme, and the ability to rent their property out when they are not using it themselves.
3.Dubai Islands is still emerging as a destination. What gave you confidence to position this as a flagship seafront development?
Dubai Islands is rapidly taking shape as a hub for luxury living, cultural experiences and long-term capital growth, bringing new opportunities for residents, visitors and investors. Building on the success of Dubai’s other globally-famous waterfront developments like Palm Jumeirah, Dubai Islands includes luxury residences, hospitality, retail, leisure and cultural districts. All Cheval Collection properties – be they serviced apartments or branded residences – are in strategic locations offering convenience and great connectivity. Dubai Islands is close to Dubai International Airport and has great road links, including some upcoming bridge enhancements that will further boost transport links. We have every confidence that Cheval Residences – our first beachfront property – will be the location of choice when it comes to branded residences at Dubai Islands. We have already had a phenomenal response from interested investors in the UAE and internationally since launching the project on 20 April.
4.We are seeing rapid growth in branded residences globally. How do you see the Middle East, and Dubai specifically, differentiating itself in this space?
Branded residences is one of the fastest growing sectors in real estate, and Dubai is at the forefront of this growth. There is huge demand for these properties in Dubai, elsewhere in the UAE and the wider region – particularly KSA where we also exploring new opportunities. Dubai differentiates itself for several reasons, including government support through policies such as long-term Golden Visas, 100% foreign ownership, and zero income tax, all of which attract global wealth and in turn lead to demand for branded residences. Dubai also boasts a much wider range of branded residences than other markets, where branded homes are traditionally attached to a hotel brand. In Dubai, the fashion, motor and even sports sectors have entered the branded residences sector. There is also the pricing factor: although Dubai’s branded residences typically sell for around 40% more per square foot than non-branded homes in the same areas, they are still cheaper than similar projects in Miami, London and other global locations – and offer stronger growth potential.
5.The project brings together Cheval Collection, AVENEW Development and Wadeen Developers. How are responsibilities and value creation split across the partnership?
Cheval Residences Dubai Islands unites AVENEW’s lifestyle-led development approach with Wadeen Developers’ expertise in delivering high-quality residential assets. The project will be operated by Cheval Collection, bringing 40 years of internationally recognised standards in serviced hospitality, long-stay management and guest experience to Dubai Islands.
6.There is increasing demand for experience-led, long-stay living. What are the key expectations from today’s resident or investor, and how are you designing around them?
Our guests are increasingly seeking experience-led, long-stay living with a luxury touch. What does that luxury look like? For many people, it’s not just about aesthetics and high-end furnishings. It’s about having the time and space to live how they want to live, or having privacy and discretion in their day-to-day living. Our properties are designed around these preferences, with carefully planned layouts that offer discretion for guest – such as A-listers, VIPs and HNWIs – who want it.
7.You mention spatial harmony, natural light and connection to the beachfront. How important is design in driving both occupancy and long-term asset value?
Cheval properties attract guests from diverse geographies and segments, all being attracted to the unique design tailored to individual locations. Given Cheval Residences Dubai Island’s beachfront location, the exterior and interior design create a strong connection to the waterfront environment, creating a stunning setting that will appeal to investors and guests.
8.From an investor perspective, what makes serviced residential assets like this attractive in the current market cycle?
Branded residences offer a number of benefits to investors. Firstly, they get a luxury lifestyle with hotel services too, as well as access to hospitality loyalty schemes – in our case Cheval DISCOVERY, part of the Global Hotel Alliance (GHA), offering benefits and exclusive rewards at over 800 hotels in 100 countries worldwide. Of course, buyers can maximise their investment by renting out their property while they aren’t using it themselves, too.
9.How do you balance hotel-level service with the privacy and autonomy expected from residential living?
Cheval Collection has over four decades of experience in perfecting the luxury serviced apartments offering. Many of our guests are long-stayers: in Dubai some have been with us for well over year, and in London some are five years in. Our shorter-stay guests come back time and time again because they trust our brand and call Cheval their second home. It all comes down to prioritising guest happiness and wellbeing – and what that looks like varies from person to person, with some embracing the hotel atmosphere and amenities and others wanting complete privacy. The fact that people live with us for so long and return time after time confirms that we have the balance right.
10.With multiple projects across Dubai and Riyadh, how do you maintain consistency of brand while adapting to different markets and audiences?
Each of our properties is designed and operated to reflect the country and area it is located in, with local tradition and culture key to the mix. While all Cheval properties differ in their design and look and feel, the brand standards remain unrivalled no matter where in the world the property is. Guests receive the same levels of luxury and service whether they are in London, Dubai and, soon Riyadh. Our properties in London and Dubai are very popular with guests from the Middle East who are accustomed to our brand and all the hallmarks that go with it.
11.Sustainability and smart technologies are referenced as part of the development. How are these being embedded in a way that is meaningful rather than cosmetic?
Cheval Collection takes sustainably and ESG very seriously, as demonstrated by achieving Green Tourism Silver accreditation across the Collection globally, and being on track to secure even higher certification in 2026. Cheval also brings a world-class technology stack to the Collection, prioritising exceptional personal service but also offering guests the choice of self-service for added convenience if they prefer.
12.Looking ahead to 2029 and beyond, what role do branded residences play in Cheval Collection’s long-term growth strategy across the Gulf?
The Middle East is a key growth market for Cheval Collection. Having already made our mark in Dubai with Cheval Maison at Palm Jumeirah and Expo City, we are gearing up to our first Riyadh property, Cheval Ladun Living next year, followed by Cheval Maison – Sulaymaniyah, also in Riyadh, in 2028. Cheval Residences Dubai Islands is set for completion in 2029, and in the meantime we continue to explore new opportunities for hotel apartments and branded residences in the UAE, KSA and wider Gulf region – in both established and emerging cities. We aim to deliver a growing portfolio that is measured, high quality, and closely aligned with markets where long term demand is most resilient.
13.Finally, what does success look like for this project, not just commercially, but in terms of guest experience and brand positioning?
Success for Cheval Residences Dubai Islands is not just about selling the apartments and delivering on time – though of course these are fundamental too. Our ambition is to be the most sought-after address at Dubai Islands, the leading branded residences in the area and the location of choice for investors and guests.