Centara Hotels & Resorts, the premier hotel operator in Thailand, has been distinguished as the strongest brand in Brand Finance’s esteemed “Thailand 50” report for 2024. This recognition marks the second consecutive year Centara has achieved this accolade, solidifying its customer satisfaction and service excellence position.
Brand Finance’s “Thailand 50” report evaluates brands based on comprehensive criteria, including brand equity, trust, and financial performance. Centara’s impressive ranking underscores the significant progress this proud Thai company has made toward becoming a top 100 global hotel operator by 2027.
Over the past year, Centara has demonstrated remarkable growth through the realization of several significant projects. Among these is the grand opening of Centara Grand Hotel Osaka, a spectacular 33-storey urban icon that signifies the group’s debut in Japan. This landmark opening showcases Centara’s commitment to expanding its industry-leading brands to vital global destinations. Additionally, the launch of Centara Ayutthaya in Thailand highlights the company’s dedication to bringing world-class hospitality to every part of the kingdom. The opening of COSI Vientiane Nam Phu in Laos marked the international debut of COSI, Centara’s innovative and affordable lifestyle brand.
Centara is set to further strengthen its domestic and international portfolio with a series of significant openings and upgrades in 2024 and beyond. In Thailand, the Centara Life Lamai Resort Samui will welcome guests starting in August, and two of Centara’s flagship Thai hotels—Centara Karon Resort Phuket and Centara Grand Mirage Beach Resort Pattaya—are undergoing comprehensive renovations. These upgrades aim to enhance every aspect of their accommodation, facilities, and services, reaffirming their status as two of the nation’s favourite resorts.
Internationally, Centara Mirage Lagoon Maldives unveiling in November will mark the first phase of The Atollia by Centara Hotels & Resorts, a new multi-island destination in the Indian Ocean. This underwater-themed resort, the world’s fourth Centara Mirage project, will offer many family-friendly facilities centred around a waterpark with a lazy river. In 2025, this will be complemented by the launch of Centara Grand Lagoon Maldives, a sophisticated upper-upscale resort.
Centara actively seeks opportunities to expand all six brands in key markets, including Thailand, the broader ASEAN region, the Middle East, the Indian Ocean, Japan, and China. This expansion is driven by Centara’s unique style of warm, family-centric Thai hospitality.
Thirayuth Chirathivat, CEO of Centara Hotels & Resorts, expressed his pride: “It is a true honour to be recognized as Thailand’s strongest brand. This important accolade marks another major milestone for Centara and highlights our commitment to sustainable growth and delivering unparalleled guest experiences globally. Our achievements over the past year are a direct reflection of our strategic focus and dedication to showcasing Thai hospitality excellence to the world.”
For more information about Centara Hotels & Resorts, please visit Centara Hotels & Resorts.
Written by: Christine Nguyen
