In line with its goal of becoming “The Place to Be” for the world’s travellers and one of the planet’s top 100 hotel operators by 2027, Thailand’s hotel operator Centara Hotels & Resorts said that 2024 will be marked by an ambitious development strategy that will see the launch of properties, reimagined brands, and new guest experiences.

Building on its strong 2023 performance, Centara will launch six new properties in 2024: three in Thailand (Centara Life Lamai Resort Samui, Centara Villas Phi Phi Island, and Centara Life Surat Thani), two in Laos (COSI Vientiane Nam Phu, and Centara Plumeria Resort Pakse), and one in the Maldives (Centara Mirage Lagoon Maldives).

Looking ahead to 2024, its RevPAR is forecast to reach up to THB 4,300 ($119), as occupancy rates climb to 70-73%. 

Set to open in November 2024, Centara Mirage Lagoon Maldives will mark the first phase of The Atollia by Centara Hotels & Resorts, a brand-new multi-island destination in the idyllic North Malé Atoll, just 30 minutes by speedboat from Malé’s Velana International Airport.

The world's fourth family-focused and themed Mirage resort from Centara (following popular resorts in Pattaya, Mui Ne and Dubai), this activity-packed, underwater-themed resort will feature a full range of facilities centred around a water park.

In Q1 2025, the 142-key Centara Grand Lagoon Maldives, a sophisticated upper-upscale resort, enabling travellers to experience two distinct vacation styles.

Two of Centara’s flagship hotels – the 335-key Centara Karon Resort Phuket and 553-key Centara Grand Mirage Beach Resort Pattaya – are set to open following comprehensive renovations in 2024.

And following the unveiling of Centara Life (formerly known as Centra by Centara) late last year, the group is now in the process of revitalising its Centara Boutique Collection.

The company is also seeking opportunities for the expansion of its six diverse brands, including the new Centara Reserve and Centara Mirage projects in Thailand, the Maldives, Japan, and Indonesia. China is another key focus market, with five potential signings in the pipeline.

The Centara’s strategy will be underpinned by its core values of Thai-inspired, family-centric hospitality. CentaraThe1, the popular membership programme, will be leveraged to drive greater benefits, rewards and redemption opportunities.

Important digital investments will include an application with loyalty at the heart to increase booking options including a chatbot and other innovations to improve the guest’s experience.

The group is working towards several important environmental targets, including a 20% reduction in greenhouse gas emissions by 2029, and overall net zero emissions by 2050.

Further progress was made in 2023 and 2024, as 24 hotels and resorts were certified by Global Sustainable Tourism Council – GSTC, the world-leading organisation dedicated to sustainability and social responsibility and one hotel was certified by Green Key.

Michael Henssler, Centara’s Chief Operating Officer said: “2023 was a pivotal year for Centara as we celebrated our 40th anniversary, moved into new markets and achieved an upsurge in performance. “We will build upon these foundations in 2024, introducing our diverse brands to key cities and resorts across the Asia Pacific and the Indian Ocean, while also strengthening our position as Thailand’s leading hotel group with new properties in secondary and tertiary destinations.”

Thirayuth Chirathivat, Centara’s Chief Executive Officer, said: “We are delighted with the progress we are making towards our long-term goals. Having set ourselves the target of becoming a top 100 global hotel group by 2027, we rose to 111th in the rankings last year, which shows that we are well ahead of schedule.”

Centara laid solid foundations for its growth in 2023, with the debut of Centara Grand Hotel Osaka, its inaugural location in Japan, and a string of prestigious accolades such as Kincentric’s “Best Employers Thailand Award” and the “Strongest Brand in Thailand” title for Centara Grand.

Last year, Centara achieved total revenues of THB 9,932 million, 52% higher than in 2023, while Ebitda surged 83% to THB 3,284 million. Revenue per available room (RevPAR) increased 19% year-on-year to THB 4,141, as a result of rising occupancy and room rates. – TradeArabia News Service