Centara to increase managed hotels portfolio
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Centara Hotels & Resorts intends to go full speed and acquire more properties to manage in addition to operating its own properties, following the success of its first managed hotel, the Centara Duangtawan Hotel Chiang Mai.
The company says that it anticipates the proportion of its hotel management business and own-hotel business will change to 40:60 over the next five years from its present level of 20:80.
In the four years since the Centara Duangtawan has been under Centara management, the hotel’s performance has exceeded anticipations.
In September of this year, the hotel was awarded as a Wotif Group “Top Achiever” and “Top Producer” for outstanding performance through booking websites Wotif.com, AsiaWebDirect.com and LateStays.com.
Last year the Centara Duangtawan was honoured with a Gold Award of Excellence from Asia Web Direct (AWD) for outstanding room night production, having been AWD’s most significant business partner in Central and Northern Thailand over the previous 12 months. At the same time the hotel also received a Certificate of Merit from AWD for Outstanding Revenue Performance in the previous 12 months.
Centara, which currently has 23 hotels and resorts in its portfolio, manages eight of the properties for other owners. The company directly owns nine of its properties, with another four owned through joint ventures.
“We have a target for increasing our number of properties to 65 within the next five years,” says Gerd Steeb, president of Centara Hotels & Resorts. “These will be both in Thailand and overseas, and will include a substantial number of managed properties.
“Following the successful opening of the Centara Grand Mirage Beach Resort Pattaya our intention is to open other theme hotels, and we currently have Hua Hin and Phuket under consideration.”
“Our strategy also includes the creation of a new mid-priced brand next year, which will enable us both to build on our presence in existing destinations and to go into new destinations.”
Mr Steeb says that among the key international markets for the group’s hotel management business are the Middle East, India, China, Asia Pacific, and South East Asia.
Chris Bailey, senior vice president for sales and marketing at Centara Hotels & Resorts said that the Centara Duangtawan Hotel Chiang Mai was awarded by the Wotif Group for being in the top three hotels in Thailand in terms of room night sales during the past twelve months.
“During a particularly challenging time for Thailand’s hoteliers, Centara Duangtawan produced exceptional results through attractive deals and through working closely with our Bangkok team to tailor their distribution strategy through the Wotif sites.
“Our experience shows that cost effective channels like these are increasingly important for hotels.”
For more information and reservations, please contact tel 02 101 1234 ext. 1 or email to reservations@chr.co.th or visit our website at http://www.centarahotelsresorts.com
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