Centara rebrands in face of tough competition

A representative of Centara Hotels and Resorts said the group had already completed the first step of the rebranding process this year.

It is speculated that the word “Chi” may come from first three alphabets of Chirathivat, the hotel owner's family name. “The change is part of the group’s global expansion plans as well as a move to boost its international brand identity,” sources have said. 

The group began focusing on the hospitality market under the name of Central Hotels, before changing it to Centara Hotels and Resorts and then Chi. The source added that the new brand would help the group create a clearer identity in its marketing and expansion activities overseas. 

Also, the words “Hotels and Resorts” were confusing for some customers as Centara has many hotels and convention centres located in big cities. Central has been a very strong brand for the Chirathivat family for several decades now. However, the brands under the Centara portfolio – Centara Grand, Centara, Centara Boutique Collection, Centara Hotels and Resorts and the newly lauched COSI Hotels – will remain unchanged.

According to executives, by 2018, the group expects to have more than 130 properties in its portfolio, and aims to add at least 12 to 15 properties each year.

Apart from Thailand, the group also operates two hotels in Indonesia, three in Vietnam, three in Maldives, one in Myanmar and one in Sri Lanka. It also has sales and services centres in 18 countries.

From this year, the group will be focusing more on the expansion of COSI Hotels – and expects to have at least 18 COSI properties by 2018. Of the 18, six hotels will be owned by the Chirathivats and 12 would be managed.