In hospitality, few names resonate as powerfully as Centara Hotels & Resorts. Celebrating four decades of pioneering and progressive developments in the industry, Centara has shaped its legacy and the narrative of luxury and comfort worldwide.
Initiating its journey in 1983 with the iconic Centara Grand at Central Plaza Ladprao Bangkok, Centara has blossomed into a globally recognized hospitality giant with 93 properties scattered across Asia and the Middle East. This is how a single hotel, rooted in Thailand’s vibrant capital, became an international phenomenon, redefining the hospitality landscape.
Nostalgically looking back, one cannot forget the momentous events that punctuated Centara’s growth. In 1986, the company breathed new life into the historic Railway Hotel Hua Hin, rechristening it as Centara Grand Beach Resort & Villas Hua Hin. As the heritage hotel celebrated its centennial year, it exemplified Centara’s commitment to preserving culture while meeting contemporary demands.
When Centara became publicly listed on the Stock Exchange of Thailand in 1990, it only strengthened its foothold in the industry. The name ‘Central Hotels & Resorts’ metamorphosed into Centara Hotels & Resorts in 2007, reflecting the brand’s maturation and global recognition.
Innovation has been a cornerstone of Centara’s strategy, evident in the launch of Thailand’s first Mirage-themed resort in 2009. The Centara Grand Mirage Beach Resort Pattaya set the stage for family-centric properties. This concept was replicated in various global destinations, including Sri Lanka, Oman, Qatar, the UAE, Vietnam, and recently, Japan.
Perhaps the most prestigious accolade that Centara received was in 2014 when His Majesty King Adulyadej Bhumibol bestowed the company with the Royal Insignia of the Sacred Garuda. This honour signified the brand’s commitment to excellence and its royal endorsement, a distinction few can boast of.
Fast forward to 2017, Centara disrupted traditional hospitality with its COSI hotel concept, customizing services for the tech-savvy traveller. Then came Centara Reserve, a high-end venture introduced in 2021. Centara Reserve Samui won a spot among Thailand’s top 10 best beach island resorts at the Travel + Leisure Luxury Awards Asia Pacific 2023.
Following the international success of its ‘Mirage’ concept, Centara has expanded this themed family resort blueprint to Vietnam and the UAE. It also marked its entry into the Japanese market with the exquisite Centara Grand Hotel Osaka, demonstrating a constant strive for geographic and experiential expansion.
Centara’s history has been graced by esteemed guests, including the Thai royal family, former US President Jimmy Carter, and international celebrities like Michael Jackson, Tom Jones, and Jackie Chan. However, Centara stands tall beyond celebrity associations and world-class hospitality as a brand embodying Thai family values and warm, authentic service.
With an ambition of joining the world’s top 100 hotel operators by 2027, Centara is geared for further global expansion. It plans to extend its ‘Mirage’ brand to the Maldives, introduce three more ‘Centara Reserve’ properties in Thailand and the Maldives, and broaden its footprint in Asia and the Middle East.
Centara also leads the charge towards a sustainable future. It is committed to eliminating single-use plastic and achieving Global Sustainable Tourism Council (GSTC) certification for all its properties by 2025. Other environmental goals include reducing energy, waste, water, and greenhouse gas emissions by 20% by 2029 and achieving net-zero emissions by 2050.
“To all our guests, partners, and associates, thank you for your unwavering support over the past four decades. Centara Hotels & Resorts is proud to celebrate 40 years of excellence and innovation,” said Thirayuth Chirathivat, CEO of Centara Hotels & Resorts.
Marking its 40th anniversary, Centara is set to roll out numerous campaigns, privileges, and charitable initiatives throughout 2023. The Wave of Celebrations begins with a 40-hour, 40% flash sale for CentaraThe1 members, raising the member discount from 15% to an impressive 40% for a limited period, starting at 00:01 on 19th July, ending at 16:00 on 20th July 2023 (GMT+7).
To avail of these incredible perks, guests are encouraged to sign up for the free CentaraThe1 loyalty programme at centara1card.com. For more information about Centara’s 40th Anniversary celebration or to book your next holiday, please visit Centara’s website.
Celebrating 40 years of delivering exceptional experiences, Centara Hotels & Resorts continues its journey to be the epitome of excellence in hospitality.
Written by: Stephen Morton
