Centara Hotels & Resorts Unveils Expansion Plans at ITB Berlin 2024

Centara Hotels & Resorts, the premier hotel operator in Thailand, is set to make waves at ITB Berlin this year, showcasing its latest innovations, developments, and ambitious expansion strategies to the global travel trade community.

With a rich history spanning over four decades, the company is now charting a sustainable course aimed at introducing its distinctive family-oriented hospitality to fresh markets worldwide, with the ultimate goal of ranking among the world’s top 100 hotel operators by the year 2027.

Global Portfolio Expansion

Currently, Centara boasts a robust global portfolio comprising 95 hotels and resorts either operational or in development across 12 countries. These properties are under the umbrella of six distinct brands: Centara Reserve, Centara Boutique Collection, Centara Grand, Centara, Centara Life, and COSI.

Centara Hotels & Resorts Unveils Expansion Plans at ITB Berlin 2024

Last year saw the addition of several notable establishments, including the 515-key Centara Grand Hotel Osaka, marking Centara’s inaugural entry into the Japanese market, and the 224-key Centara Ayutthaya, reinforcing its stronghold in Thailand.

Upcoming Openings and Growth Initiatives

Looking ahead, Centara is poised to accelerate its expansion efforts with the introduction of a slew of new hotels and resorts. This expansion kicks off this month with the unveiling of COSI Vientiane Nam Phu in Laos, featuring 100 keys and serving as the maiden venture for COSI beyond Thailand.

Among the eagerly anticipated openings slated for 2024 is the 145-key Centara Mirage Lagoon Maldives, a vibrant and immersive sanctuary boasting an underwater theme, extending the success of Centara’s Mirage-themed family resorts in Thailand, Vietnam, and Dubai.

Nestled in the pristine North Malé Atoll, this property will be part of The Atollia by Centara Hotels & Resorts, a novel multi-island paradise that will also showcase Centara Grand Lagoon Resort Maldives, a sanctuary of refined serenity set to welcome guests in early 2025.

Expanding Luxury Offerings and Reimagined Brands

Buoyed by the triumph of Centara Reserve Samui, the pioneer resort under the luxury Centara Reserve banner in 2021, Centara aims to introduce this acclaimed concept to additional idyllic destinations across Asia.

Simultaneously, the revamped Centara Life brand, formerly known as Centra by Centara, will commence its mission of “Elevating the Essentials” across key urban centres and resort locales in Thailand and beyond.

With eight dynamic Centara Life properties already in operation, including the recently inaugurated Centara Life Hotel Bangkok Phra Nakhon, guests can anticipate the debut of Centara Life Lamai Resort Samui, the newest gem in the collection, scheduled to open its doors this July.

Furthermore, two of the group’s flagship properties, Centara Karon Resort Phuket and Centara Grand Mirage Beach Resort Pattaya, are slated for comprehensive refurbishments by the conclusion of 2024.

Commitment to Sustainability

Every facet of Centara’s expansion is underpinned by a steadfast commitment to responsible and sustainable practices. The company is actively pursuing various environmental objectives, including the elimination of single-use plastics by 2025, attaining Global Sustainable Tourism Council (GSTC) certification for all its properties by 2025, a 20% reduction in energy, waste, water, and greenhouse gas emissions by 2030, and achieving net-zero emissions overall by 2050.

Centara Hotels & Resorts Unveils Expansion Plans at ITB Berlin 2024

Michael Henssler, Centara’s Chief Operating Officer, expressed enthusiasm about the company’s participation in ITB Berlin, affirming its dedication to fostering lasting relationships within the travel trade community.

He remarked, “We are delighted to return to ITB Berlin and meet our esteemed travel trade friends and colleagues. Centara has a proud heritage built upon 40 years of warm, genuine hospitality inspired by Thai family values. Moving ahead, we will build upon this legacy and launch in new global markets with an ambitious expansion strategy that will position us for an exciting new era. We look forward to providing our travel industry and media partners with updates on all our ground-breaking new developments in 2024.”

In conclusion, Centara Hotels & Resorts’ presence at ITB Berlin 2024 signifies not only a celebration of its remarkable 40-year journey but also a bold step towards an exciting future of sustainable growth and global expansion.

With an extensive portfolio of hotels and resorts spanning diverse markets, Centara is poised to redefine hospitality standards while staying true to its core values of warmth, authenticity, and innovation.

As the company continues to pioneer luxury experiences, introduce innovative concepts, and champion environmental stewardship, it remains committed to forging meaningful partnerships within the travel industry and delivering unparalleled experiences to travellers worldwide.

Centara’s unwavering dedication to excellence ensures that its legacy of hospitality will endure, setting new benchmarks for the industry and enriching the travel landscape for generations to come.

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