Centara unveils grand plan to become a top-100 global hotel operator

The growth will help the group reach its long-term goal of becoming a top-100 global hotel operator within five years, Centara said.
The vision will see it reach a total of 200 hotels and resorts by 2026, up from 88 properties at present, and with approximately half of that growth coming from destinations outside Thailand.

Centara has announced its intention to open eight new hotels and resorts this year. These properties will span Thailand, with openings in Bangkok, Korat and Ubon; and international destinations including, Laos, Oman and Qatar.

The group added that a core component of its growth strategy would be through collaboration with a strong development partner, specifically to launch new projects within Thailand, under both existing and new brands, and commencing this year.

The luxurious Centara Reserve concept, which was launched in December last year with the debut of Centara Reserve Samui, will be enhanced with additional property in Krabi, and the group is also considering projects in up-and-coming Thai markets such as Koh Lanta and Cha-Am.

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

Internationally, Centara said it has been given the green light to develop two new upscale resorts in the Maldives, following successful Environmental Impact Assessments for three idyllic islands in the Indian Ocean. These resorts are slated to open in 2024 and 2025, doubling Centara’s presence in the Maldives to four properties.

In Japan, a landmark high-rise hotel is currently under construction in Osaka, a joint venture between Centara, Taisei Corporation and Kanden Realty & Development, which will start welcoming guests in mid-2023, and in Vietnam, COSI Phu Yen Hotel is scheduled to open in 2023, marking this affordable lifestyle concept’s first location outside Thailand, Centara said.

"Centara’s international growth focus will be centred on Southeast Asia, the Indian Ocean, Japan, China, and the Middle East primarily, including Saudi Arabia following the recent normalisation of the country’s diplomatic relations with Thailand," the company said, adding that the group is also considering options in Europe.

Centara will evolve its business strategy to focus on emerging trends and market dynamics in the coming years, such as experiential travel and “workations”.

It also foresees a strong rebound in international long-haul and leisure business in Thailand, due to the country’s reopening strategy and vaccination programme.

"However, the remaining restrictions need to be removed imminently for the required potential to be reached," the company said.

At an operational level, Centara will continue to invest in the latest technology following its recent overhaul of its technology architecture.

The group recently revamped its entire website, booking, property management and reservation platforms and is currently concluding the rollout of its industry-leading Customer Relationship Management solution.

The group is also focusing on talent development through effective staff training programmes and is further emphasising its focus on sustainable solutions, with a target of reducing energy and water usage by 20 per cent within 10 years and certifying 100 per cent of its portfolio with respected environmental accreditation bodies by 2025.

“As the world emerges from the global pandemic and travel restrictions start to ease, we are highly optimistic that the hospitality industry will rebound rapidly," said Centara CEO Thirayuth Chirathivat.

Despite the challenges of the last two years, he said Centara can reflect on its performance with pride.

"With multiple new hotels and resorts set to open in many dynamic markets, both in Thailand and overseas, including innovative brands, this is an exciting time for our company as we strive to become a top-100 global hotel operator,” he added.