BTN spoke to Nick Pilbeam, Chief Commercial Officer, Cheval Collection, for a question and answer session. | News
The Cheval Collection has built a strong reputation in luxury serviced apartments, to find out how BTN, Chief Commercial Officer, caught up with Cheval Collection for a Q&A.
1.Cheval Collection has built a strong reputation in the field of luxury apartments with hotel service. What made now the right time to formally enter the branded housing sector?
The transition to the branded homes sector is the core of our expansion strategy. We have already established a strong position as the global leader in luxury serviced apartments that our guests call home, so entering this sector is a natural progression for Cheval Collection. The demand for branded homes is growing exponentially – especially in the Middle East – and the debut of our first branded homes in Dubai brings new standards of luxury living to the UAE and reinforces our commitment to sustainable growth in the region.
2. How does Cheval Residences Dubai Islands develop your existing proposition, what will feel different to 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, both of which offer luxury hotel apartments. Many guests in these accommodations stay with us long-term because they love and trust the brand. The expansion into branded homes will give our loyal customers the opportunity to own their own Cheval Collection property, and will also appeal to a new audience looking for a high-quality, service-oriented residential offering. Buyers can expect all the features of Cheval Collection’s ultra-luxury services, but with added benefits such as access to the Global Hotel Alliance through our Cheval DISCOVERY loyalty program and the ability to rent out their property when they are not using it themselves.
3. The Dubai Islands are still emerging as a destination. What gave you the confidence to position this as a flagship development on the coast?
The Dubai Islands are quickly taking shape as a hub for luxury living, cultural experiences and long-term capital growth, offering new opportunities for residents, visitors and investors. Building on the success of Dubai’s other globally renowned waterfront developments such as Palm Jumeirah, Dubai Islands includes luxury residential, hospitality, retail, leisure and cultural districts. All Cheval Collection properties – whether serviced apartments or branded residences – are strategically located and offer convenience and excellent connectivity. Dubai Islands is close to Dubai International Airport and has excellent road links, including some upcoming bridge improvements that will further strengthen transport links. We are confident that Cheval Residences – our first beachfront property – will be the location of choice when it comes to branded residential properties on the Dubai Islands. Since the launch of the project on April 20, we have already received a phenomenal response from interested investors in the UAE and internationally.
4.We are seeing rapid growth in branded homes worldwide. How do you see the Middle East, and Dubai in particular, differentiating in this area?
Branded properties are one of the fastest growing sectors in the real estate industry, 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 in KSA, where we are also exploring new opportunities. Dubai stands out 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 drive demand for branded housing. Dubai also has a much wider range of branded properties than other markets, where branded properties are traditionally linked to a hotel brand. In Dubai, the fashion, motorcycle and even sports sectors have entered the branded residential sector. There is also a price factor: although branded homes in Dubai typically sell for around 40% more per square meter than non-branded homes in the same areas, they are still cheaper than comparable 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 the responsibilities and value creation divided across the partnership?
Cheval Residences Dubai Islands unites AVENEW’s lifestyle-oriented development approach with Wadeen Developers’ expertise in delivering high-quality residential assets. The project will be managed by Cheval Collection and will bring 40 years of internationally recognized standards in service-oriented hospitality, long-stay management and guest experience to the Dubai Islands.
6. There is an increasing demand for experience-oriented living for a longer period. What are the most important expectations of today’s resident or investor, and how do you design around them?
Our guests are increasingly looking for an experience-oriented, long-term stay with a luxurious touch. What does that luxury look like? For many people, it’s not just about aesthetics and high-quality furniture. It’s about having the time and space to live how you want to live, or having privacy and discretion in your daily life. Our properties are designed around these preferences, with carefully planned layouts that offer discretion to guests – such as A-listers, VIPs and high net worth individuals – who desire it.
7.You mention spatial harmony, natural light and connection with the beach. How important is design in driving both occupancy rates and long-term asset values?
Cheval’s properties attract guests from different regions and segments, all attracted by the unique design tailored to individual locations. Given Cheval Residences Dubai Island’s beachfront location, the exterior and interior design create a strong connection with the waterfront surroundings, creating a beautiful environment that will appeal to investors and guests.
8. From an investor perspective, what makes these types of serviced homes attractive in the current market cycle?
Branded homes offer investors a number of benefits. First, they also get a luxury lifestyle with hotel services, as well as access to hospitality loyalty programs – in our case, Cheval DISCOVERY, part of the Global Hotel Alliance (GHA), which offers benefits and exclusive rewards at more than 800 hotels in 100 countries around the world. Of course, buyers can maximize their investment by renting out their property while not using it themselves.
9. How do you balance hotel-level service with the privacy and autonomy you expect from residential living?
Cheval Collection has more than four decades of experience in perfecting the range of luxury serviced apartments. Many of our guests stay for a long time: in Dubai some have been with us for over a year, and in London some have been with us for five years. Our shorter stay guests return time and time again because they trust our brand and call Cheval their second home. It all comes down to prioritizing the guest’s happiness and well-being – and what that looks like varies from person to person, with some embracing the hotel’s atmosphere and amenities, while others want complete privacy. The fact that people live with us for so long and come back again and again confirms that we have the right balance.
10.With multiple projects in Dubai and Riyadh, how can you maintain brand consistency while adapting to different markets and audiences?
Each of our properties has been designed and operated to reflect the country and region in which it is located, with local tradition and culture key to the mix. While all Cheval properties vary in design and look and feel, the brand standards remain unrivaled no matter where in the world the property is located. Guests receive the same level of luxury and service whether they are in London, Dubai and soon Riyadh. Our properties in London and Dubai are very popular with Middle Eastern guests who are used to our brand and all the features that come with it.
11. Reference is made to sustainability and smart technologies as part of the development. How are these embedded in a way that is meaningful rather than cosmetic?
Cheval Collection takes sustainability and ESG very seriously, as evidenced by achieving Green Tourism Silver accreditation for its entire collection worldwide, and is on track to achieve an even higher certification by 2026. Cheval also brings a world-class technology package to the collection, prioritizing exceptional personal service but also offering guests the choice of self-service for added convenience if they wish.
12.Looking ahead to 2029 and beyond, what role will branded homes play in Cheval Collection’s long-term growth strategy across the Gulf?
The Middle East is an important growth market for Cheval Collection. Having already made our mark in Dubai with Cheval Maison in Palm Jumeirah and Expo City, we are gearing up for our first property in Riyadh, Cheval Ladun Living next year, followed by Cheval Maison – Sulaymaniyah, also in Riyadh, in 2028. Cheval Residences Dubai Islands will be completed in 2029 and in the meantime we continue to explore new opportunities for hotel apartments and branded residences in the UAE, KSA and the wider Gulf region – both in 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 the success of this project look like, not only commercially, but also in terms of guest experience and brand positioning?
Success for Cheval Residences Dubai Islands is not just about selling the apartments and delivering them on time – although these are of course also fundamental. Our ambition is to be the most sought-after address in the Dubai Islands, the leading branded residences in the area and the location of choice for investors and guests.
