Centara Hotels & Resorts rebrands as CHi
December 8, 2016
Published on Jan 8, 2016
Thai hotel group unveils new corporate identity to reflect international expansion
Thailand's Centara Hotels & Resorts has entered the new year with a new corporate identity.
Effective in January 2016, the hotel group will be known as Central Hospitality International (CHi), in a move that ties it to the Central Group – the parent company that operates multiple shopping malls, department stores, restaurants and other interests across Thailand.
The inclusion of the word 'International' within the name is also intended to signify the hotel group's expansion outside Thailand.
At present, CHi operates 66 properties across Thailand, the Maldives, Indonesia, Vietnam and Sri Lanka, and is planning to launch in Qatar, Laos, Oman, Turkey and China.
"Our objective is to strategically grow the business and build international brand awareness and recognition through acquiring and managing hotels in global cities and resorts," said Thirayuth Chirathivat, CEO of CHi.
"These locations will be carefully identified according not only to the global travel profile of our existing and prospective guests but also in recognition of those destinations which embrace and value the elements of Thai service style that will continue to form part of the DNA of our brands."
Previously known as Central Hotels, the company rebranded as Centara Hotels & Resorts in 2007 to coincide with a major expansion of its portfolio. It now operates six hotel brands: Centara Hotels & Resorts, Centara Grand, Centara Residence and Suites, Centara Boutique Collection, Centra and Cosi, along with two spa brands: Spa Cenvaree and Cense by Spa Cenvaree.
These brands, and the names of the group's individual hotels, will remain unchanged.
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