Thailand-based Centara Hotels and Resorts has rolled out an extensive five-year expansion strategy, to further facilitate the company’s growth.
A leading hotel operator in the region, Centara is continuously increasing its international presence, with 57 properties in operation and under development in 12 countries in Southeast Asia, the Indian Ocean, China, the Middle East and the Caribbean.
The three key strategies for growth will include the company expanding its current portfolio to double the number of properties it operates through new investments and management agreements, and introducing new hotels and resorts to high-in-demand areas.
The company aims to boost its prominence in Southeast Asian markets, the Indian Ocean and the Middle East, while expanding its footprint into East Asia, Africa, and the Caribbean.
Additionally, Centara will identify and pursue new business opportunities outside its historic hotel and resort core – such as branded residences – which will leverage its hospitality competencies and competitive strengths.
Finally, Centara will strengthen its core infrastructure, inclusive of operating platforms, technology and reputation. This will involve improving the customer experience via websites, mobile apps, relationship management systems and loyalty programmes, as well as increasing international brand awareness through mass media, new media, event and relationship marketing.
“We are entering a significant phase of growth. Centara has always been at the forefront of the hospitality industry in Thailand and with our concerted focus on expansion in both new and existing markets, we will become an even more prominent regional player in the coming years,” remarked CEO, Centara Hotels and Resorts, Thirayuth Chirativat. “With the dynamic and progressive management team we have in place, the future development and growth of the company is very exciting.”