Centara Hotels & Resorts, Thailand’s leading hotel operator, captivated audiences at the Arabian Travel Mart (ATM) 2024 in Dubai, revealing ambitious plans to expand its footprint across the Middle East and popular destinations in the Asia-Pacific region. With a strong portfolio of 95 hotels and resorts operating or in the pipeline across 12 countries and six distinctive brands, Centara is on a mission to become one of the world’s top 100 hotel operators by 2027.
In Dubai, Centara showcased a comprehensive growth strategy emphasising family-centric hospitality and sustainability. The group aims to solidify its presence in the Middle East, where it already manages upscale properties in Qatar, Oman, and the UAE. This expansion builds on Centara’s heritage of warm hospitality, which has garnered increasing popularity among Middle Eastern travellers.
New Launches and Regional Growth
Centara’s journey towards new horizons has already begun. The landmark Centara Grand Hotel Osaka opened in 2023, marking Centara’s debut in Japan. The COSI Vientiane Nam Phu, launched in Laos in March 2024, extends the reach of COSI, Centara’s affordable lifestyle brand, beyond Thailand. In Q4 2024, the brand-new Centara Mirage Lagoon Maldives will open in the pristine North Malé Atoll, offering a vibrant underwater-themed retreat. It will be followed by the sophisticated Centara Grand Lagoon Resort Maldives in 2025, broadening Centara’s offerings for diverse travellers.
The success of Centara Reserve Samui, the first resort under the luxury Centara Reserve brand, has set the stage for further expansion. The newly reimagined Centara Life brand will elevate hospitality essentials in cities and resorts across Thailand and beyond. Centara’s flagship properties in Thailand—Centara Karon Resort Phuket and Centara Grand Mirage Beach Resort Pattaya—will be fully renovated by the end of 2024.
Sustainable Development and Responsible Tourism
Centara is deeply committed to sustainable practices. By 2025, the group aims to achieve Global Sustainable Tourism Council (GSTC) certification across all properties, eliminate single-use plastics, and reduce energy, waste, water, and greenhouse gas emissions by 20% by 2030. Centara’s ultimate goal is net zero emissions by 2050.
Michael Henssler, Centara’s Chief Operating Officer, expressed his enthusiasm at ATM 2024, stating, “Centara has a proud heritage of warm, family-centric hospitality, which resonates with our rising number of Middle Eastern guests. As we continue our global expansion strategy, we’re excited to share updates on our new developments with our travel industry colleagues and media partners.”
Mirage Adventures in Dubai
Centara Mirage Beach Resort Dubai, the first Mirage-branded resort in the Middle East, embodies Centara’s signature blend of adventure and family-centric entertainment. Since 2021, the resort has delighted guests with its Thai-Arabian adventure concept, family-friendly accommodations, thrilling water park, and kid-friendly Candy Spa.
Conclusion
Centara Hotels & Resorts’ dynamic growth strategy sets the stage for sustained success and an increasingly significant role in Middle Eastern travel. As it introduces its diverse brands and unique style of hospitality to new markets, Centara is set to inspire travellers and redefine expectations in the global hospitality industry.
For more information, visit Centara Hotels & Resorts.
Written by: Kanda Limw
