For Centara Hotels & Resorts, 2017 was marked with new hotel openings, management signings, joint venture agreements and the launch of its new Cosi brand. Following this busy year of active development in Asia and the Middle East, the Thailand-based hotel group has planned to expand its footprint across international lines and double its revenue over the next five years using three strategies.
The group will take on new investments and ink even more management agreements to double the size of its current portfolio. This will include adding new hotels and resorts to its inventory in locations with high tourism demand and an active business environment. The group's presence is set to stretch even further across Southeast Asian markets, the Indian Ocean, the Middle East and the Caribbean as Centara ventures into the East Asian and African markets. Tending to gaps in its hotel and resort portfolio, the hotel company will also develop and expand new brands, like Cosi.
Through brand development or acquisitions, Centara will eye new or growing markets and business opportunities. The group will test out the waters in hospitality sectors outside of its traditional hotels and resorts, like branded residences.
Meanwhile, the hotel group will upgrade its current infrastructure, including operating platforms, technology and reputation. Centara will strengthen its systems to make its business and service processes more efficient and effective. As part of the plan, it will use websites, mobile apps, relationship management systems and loyalty programs to enhance customer service. To increase its international brand awareness, Centara will employ mass media, new media, event and relationship marketing.
Centara's hotel portfolio currently has 57 properties open or under development in 12 countries in Southeast Asia, the Indian Ocean, China, the Middle East and the Caribbean. The group recently brought back Markland Blaiklock, its COO from 2015, to take on the new role of deputy CEO and to spearhead the expansion.