BHMA renamed Cross Hotels & Resorts amid fast expansion

Cross Hotels & Resorts, formerly BHMA, has a trio of brands: X2, X2 Vibe and Away Resorts & Villas

BHMA Hotels & Resorts has been rebranded as Cross Hotels & Resorts as it continues to grow its management portfolio.

In a statement, the hotel management company said that the new name marks the company’s successful transition into the global Flight Centre Travel Group business.

Cross Hotels & Resorts, formerly BHMA, has a trio of brands: X2, X2 Vibe and Away Resorts & Villas

The rebrand is expected to pave the way for “a further escalation of the company’s portfolio of rooms under management focusing on South-east Asia, Australia, Japan and the Pacific before branching into other international destinations”.

CEO Peter Lucas said Cross Hotels and Resorts was building off a strong base, having increased its operating portfolio of hotels by 39 per cent, and entering three key target destinations – Phuket, Vietnam and Bali over the past 12 months.

Recent highlights have included the opening of the X2 Bali Breakers in Uluwatu and Away Bali Legian Camakila; X2 Vibe and Away branded properties in Phuket and the newly opened high-design X2 Oceanphere Residences in Pattaya.

Having opened eight new hotels open across three brands in FY2019 and achieving a consolidated hotel revenue increase circa 80 per cent in the past 18 months, Cross Hotels and Resorts will sign four more properties in Vietnam’s resort destinations this year.

Cross Hotels and Resorts currently operates 25 hotels across three distinct brands – X2, X2 Vibe and Away – in Thailand, Vietnam and Indonesia.

Cross Hotels & Resorts has also benefited from strong managerial appointments over the past six months including Paul Wilson as executive vice president commercial and hotel executive Jens Reichert as chief development officer.

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