Centara Hotels & Resorts enters 2020 on a high, with impressive expansion plans, new openings and brand updates

Centara Hotels & Resorts, Thailand’s leading hotel operator, has provided the travel industry with an update on its expansion and development plans ahead of this year’s World Travel Market (WTM) in London.

The last 12 months have been an exciting period for Centara, which is currently midway through a strategic five-year development plan that will see its global portfolio grow to over 130 hotels in more than 15 countries by the end of 2022.

The company is also implementing several important projects to improve all areas of its business, from technological upgrades to new brands.

EXTENDING A LEADING POSITION IN THAILAND

Centara is currently undertaking a significant expansion of its domestic portfolio. The group recently celebrated the opening of the 145-key Centara Sonrisa Residences & Suites Sriracha, on Thailand’s Eastern Seaboard. It has also added three hotels in the attractive Mai Khao Beach area of Phuket; the 22-pool villa Maikhao Dream Villa Resort & Spa has joined the Centara Boutique Collection, the 142-key Maikhao Hotel is now managed by Centara, and the brand new, 280-key Centra by Centara Maikhao Resort Phuket is scheduled to open in 2024. Most recently, Centara Ao Nang Beach Resort & Spa Krabi, which is the only branded resort on Ao Nang Beach, opened its doors in October. Following this, COSI Pattaya Naklua Beach will start welcoming guests this November. These new agreements extend the group’s Thai portfolio to 38 hotels and resorts in operation, with many more under development.

EXPANDING IN NEW GLOBAL MARKETS

Centara continues to grow its footprint in many of the world’s most attractive destinations. The group recently signed a joint venture agreement for its inaugural property in Japan: the 515-key Centara Grand Hotel Osaka, which is scheduled to open in mid-2023. At the start of the year, Centara made its debut in Qatar with the launch of the 292-key Centara West Bay Residences & Suites Doha. Following an agreement with the same owner, Centara will add two more properties in Doha: The B Premiere Hotel, an 85-room property under the Centara Boutique Collection which will open early next year, and the 167-key Centara Al Bustan Hotel Doha, which is under construction and due to open in 2021.

Southeast Asia is also a key area of expansion. Centara recently signed an MoU to manage six properties in Myanmar, including the 95-key Centara KMA Resort Inle Lake, which was the first to be signed and will start welcoming guests in early 2020. In Laos, the company has sealed management agreements for three new properties with a combined total of 216 keys, including Centara Grand and Centra by Centara hotels in Luang Prabang and COSI Vientiane Nam Phu. These are in addition to Centara Plumeria Resort Pakse, which is scheduled to open in 2020. Finally, Centara has revealed plans for a significant expansion of its portfolio in Vietnam, with the goal of opening at least 20 new hotels nationwide in the next five years.

Centara’s international portfolio and pipeline now extends to 13 countries: Cambodia, China, Indonesia, Laos, the Maldives, Myanmar, Oman, Qatar, Sri Lanka, Japan, Turkey, the UAE and Vietnam.

REFRESHING AN ICON AND REVEALING NEW BRANDS

Centara is also focused on revitalising its brands and properties to create the finest experiences for all guests. Fresh brand identities have been revealed for the group’s upscale Centara and upper upscale Centara Grand brands. This serves to breathe new life and energy into their visual appeal and better distinguish the brand experiences, whilst ensuring a sense of warmth and progressive Thainess, which are the omnipresent hallmarks of the company. This will be complemented by a new luxury brand which will be officially launched following the complete upgrade and repositioning of the popular Centara Grand Beach Resort Samui, which closed temporarily earlier this year. Its reopening in late 2020 will coincide with the unveiling of the brand, whose name, together with exciting details of its inaugural hotel will be announced in January 2020. Centara has also signed an MOU with a leading medical company to create a new medical wellness brand.

In October, Centara began the rollout of its new global advertising campaign, titled The Place to Be”, which is derived from the company’s unique and inimitable brand DNA of Thai Family Values and the associated values of Caring, Sharing and Belonging.

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