Centara rebranding for entire Astudo Hotels & Resorts Group portfolio


Following the acquisition of the management of the Astudo Hotels & Resorts Group, Centara Hotels & Resorts has announced the rebranding of all 12 Astudo properties to be under Centara name, effective from 01 April 2010.

As a result on this rebranding, Centara becomes Thailand’s largest hotel chain, with 43 properties throughout Thailand and overseas.

The rebranding of all Astudo’s hotels and resorts includes the three X2, Away, and Le Bayburi brands, and totals 11 properties throughout Thailand.

The remaining hotel is The Case Manila, Astudo’s property in the Philippines, which will be renamed as “Centara Manila Hotel”.
Many of the Astudo properties will be rebranded under the Centara Boutique Collection name, launched last year as a collection of luxury 4- through mid 5-star positioned hotels and resorts.

Initial rebranding of these includes “X2 Kui Buri”, which will be renamed “X2 Hua Hin Kui Buri Villas By Design Centara Boutique Collection”, “Away Pranburi”, which will become “Away Hua Hin Centara Boutique Collection”, and “Le Bayburi Pranburi”, which will be renamed “The Bayburi Vacation Villas Hua Hin Centara Boutique Collection.” 

Centara aims to operate 50-60 hotels and resorts under the Boutique Collection brand within 5-10 years.

Commenting on the rebranding, Suthikiati Chirathivat, Chairman of the Executive Board of Central Plaza Hotel (Public) Co Ltd said:  “I believe this is one of the most significant steps in Centara’s development since we rebranded from Central to Centara in 2007. 

“We have followed a strategy of strong growth, expanding our management contract operations, opening properties overseas, and launching the Centara Boutique Collection. We are very proud of becoming Thailand’s largest hotel chain, with 42 properties and 6,400 rooms, but growth is not at the expense of quality for we never forget the absolute core of our business, which is in excellence of service to our guests.”

Centara Hotels and Resorts currently operates a chain of 25 hotels and resorts throughout Thailand, with the properties being either self-owned or managed under contract, and a further 13 are at present under development. In addition five resorts have been added in international destinations, totalling 43 properties.

Centara Hotels & Resorts is recognised as Thailand’s leading hotel group for deluxe and first class accommodation and as one of Asia’s most important resources for the MICE (meetings, incentives, conventions and exhibitions) market.

Apart from having dedicated MICE facilities at all of its hotels, Centara Hotels & Resorts also operates two state-of-the-art convention centres in Bangkok and engages a team of MICE industry professionals in both operations and sales. Centara Hotels & Resorts also operates 16 branches of Spa Cenvaree, one of Thailand’s most luxurious and innovative spa brands.

For more information and reservations, please contact tel. +662 101 1234 ext. 1 or email to reservations@chr.co.th or visit our website at http://www.centarahotelsresorts.com
Source = Centara Hotels & Resorts
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