Central Hotels & Resorts rebrands to Centara Hotels & Resorts

Central Hotels & Resorts is rebranding to Centara Hotels & Resorts and its Spa business to Spa Cenvaree.

Commenting on the change, Suthikiati Chirathivat, Chairman of the Executive Board of Central Plaza Hotel revealed "This has been discussed for quite a few years and we finally picked our spa name, "Centara" to be our new hotel brand. Although "Central" is more famous here in Thailand, especially in retail business, for the hotel's international customer base, it doesn't really reflect our "Thai-ness" and the depth and quality of our product and service. However "Centara" does sound more Thai, more exotic, but still links the association with the group. "Cen" from Central, which has a reputation for 60 years and "Tara" coming from the Thai language meaning "Water"".

The group has created 3 different sub brands under Centara Hotels & Resorts. For the 5 star properties the group has created a sub brand using 'Grand' in the title for both hotels and resorts. The group's new hotel in Bangkok will open as Centara Grand & Bangkok Convention Centre at Central World and Krabi will be renamed Centara Grand Beach Resort & Villas, Krabi, for example.

Centara Hotels and Centara Resorts will be the name of the group's 4 star properties, and Centara Villas the name of the village properties.

The group's hotels and resorts in Hua Hin and Bangkok will see the Central content changed to Centara, which are Sofitel Centara Grand Resort and Villas, Hua Hin and Sofitel Centara Grand Bangkok.

Suthikiati added "The new Bangkok Convention Centre is due to commence operation very soon. This state of the art facility, with high ceiling and a pillar-less convention centre environment is ready to deliver to Bangkok a new and exciting MICE venue from mid July 2007. With 16 additional meeting rooms a grand ballroom of near to 1,000 sq. meters and self contained food and beverage operations, its capacity of near 6,000 delegates will, we feel, impress all with its capability, accessibility and location."

The hotel - Centara Grand & Bangkok Convention Centre at Central World - is scheduled to open in March 2008 and will feature 505 rooms with state of the art facilities, a signature "Spa Cenvaree" and 8 food and beverage outlets including "Fifty-Five" an ultra-trendy 2 storey indoor-outdoor roof top restaurant and bar.

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