Centara drives expansion across Asia, Middle East

Thailand’s Centara Hotels & Resorts is moving towards its goal of 200 hotels and resorts by 2026, with eight new properties set to launch this year and more in the pipeline.

The eight new hotels and resorts, comprising 1,066 keys, will emerge in Thailand’s Bangkok, Korat and Ubon; and international destinations such as Laos, Oman and Qatar.

Centara Grand Hotel Osaka will open in mid-2023

A core component of the company’s growth strategy will be through collaboration with a strong development partner, specifically to launch new projects within Thailand, under both existing and new brands. The luxury Centara Reserve concept, which debuted in December 2021 with Centara Reserve Samui, will be enhanced with a second property in Krabi. The company is also considering projects in up-and-coming local destinations such as Koh Lanta and Cha Am.

Come 2023, an Osaka hotel as well as COSI Phu Yen Hotel in Vietnam are set to launch. In 2024 and 2025, the company will welcome two new upscale resorts in the Maldives.

Furthermore, Centara is exploring a new opportunity in the medical wellness segment with an established operator from Europe. Koh Tao and Samui are potential locations under discussion.

The company said its international growth focus would be centred on South-east Asia, the Indian Ocean, Japan, China, and the Middle East.

At an operational level, Centara will continue to invest in technology. It recently revamped its website, booking, property management and reservation platforms, and is now concluding the rollout of its CRM solution.

Talent development and sustainability will take centrestage too. The company has committed to staff training and a target of reducing energy and water usage by 20 per cent within the next decade as well as certifying its entire portfolio by respected environmental accreditation bodies by 2025.

Despite pandemic challenges, Centara posted 1.09 billion baht (US$33 million) in revenue for 4Q2021, an increase of 54 per cent year-on-year. The growth is expected to gain momentum this year, with the acceleration of global travel and hospitality recovery, Thailand’s further easing of travel restrictions, and strong performance of Centara’s key international destinations such as the Middle East and the Maldives.

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