Centara Hotels & Resorts and Accor have announced that they will end their association at three Thailand properties at the end of this year. Two partnership agreements will expire on 31 December 2011, ending the joint branding of the Sofitel Centara Grand Bangkok and Sofitel Centara Grand Resort & Villas Hua Hin (pictured above). In addition, the contract for Novotel Hat Yai Centara will not be extended into 2012.
From 1 January 2012, the three hotels will be rebranded as the Centara Grand Plaza Bangkok, Centara Grand Beach Resort & Villas Hua Hin, and Centara Hotel Hat Yai.
The move marks the end of a 25-year partnership between Accor and Centara, which that began with what was then the Sofitel Hua Hin in 1986.
“Centara and Sofitel have been on a remarkable journey together, sharing a great vision and working closely to nurture and develop many exciting opportunities,” said Suthikiati Chirathivat, Chairman of the Executive Board, Central Plaza Hotel Public Company Limited, owners of Centara Hotels & Resorts. “We have enjoyed a highly-productive working relationship, and there is always the possibility of further collaborations in the future,” he added.
Thailand-based Centara will now concentrate on developing its five brands, namely the premium Centara Grand, the upscale Centara Hotels & Resorts, the Centara Boutique Collection, Centara Residences & Suites, and the mid-range Centra Hotels brand.
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