Centara Rebrands Astudo

Following the acquisition of the management of the Astudo Hotels & Resorts Group, Centara Hotels & Resorts has rebranded all 12 Astudo properties under the Centara name. The name change is effective from 1 April 2010.

The rebranding of all Astudo’s hotels and resorts includes the three X2, Away, and Le Bayburi brands, and totals 11 properties throughout Thailand. The remaining hotel is The Case Manila, Astudo’s property in the Philippines, which will be renamed as “Centara Manila Hotel”.

Many of the Astudo properties will be rebranded under the Centara Boutique Collection name, launched last year as a collection of luxury 4- through mid 5-star positioned hotels and resorts.

Initial rebranding of these includes “X2 Kui Buri”, which will be renamed “X2 Hua Hin Kui Buri Villas By Design Centara Boutique Collection”, “Away Pranburi”, which will become “Away Hua Hin Centara Boutique Collection”, and “Le Bayburi Pranburi”, which will be renamed “The Bayburi Vacation Villas Hua Hin Centara Boutique Collection.”

Centara aims to operate 50-60 hotels and resorts under the Boutique Collection brand within 5-10 years.

Commenting on the rebranding, Suthikiati Chirathivat, Chairman of the Executive Board of Central Plaza Hotel (Public) Co Ltd said, “I believe this is one of the most significant steps in Centara’s development since we rebranded from Central to Centara in 2007 ... We have followed a strategy of strong growth, expanding our management contract operations, opening properties overseas, and launching the Centara Boutique Collection. We are very proud of becoming Thailand’s largest hotel chain, with 42 properties and 6,400 rooms, but growth is not at the expense of quality for we never forget the absolute core of our business, which is in excellence of service to our guests.”

Centara Hotels and Resorts currently operates a chain of 25 hotels and resorts throughout Thailand, with the properties being either self- owned or managed under contract, and a further 13 are at present under development. In addition five resorts have been added in international destinations, totalling 43 properties.

See recent travel news from: Travel News Asia, Centara, Astudo