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Thailand-based Centara Hotels & Resorts
currently has 55 hotels and resorts in its portfolio, with a
mixture of owned and managed properties.
In the next five years
the company has a target to acquire more than 45 hotel and resort
properties with the intention of reaching 100 in 2017.
Centara believes its ambitious target to be realistic, having
four years ago set a target to have 50 properties within five
years, a target that was exceeded with a year to spare.
The company's strategy is based on being “asset light”,
the main focus being on acquiring more managed hotels. Centara is,
however, also investing in some properties by building on owned
land or through joint ventures, or by acquiring other good
projects that fit into the company portfolio.
Aside
from Thailand, Centara properties can now be found in the
Maldives, Vietnam, the Philippines, Bali, Mauritius, and Sri Lanka.
The growth strategy covers the main tourism
destinations and gateway cities in Asia, including member nations
of the ASEAN Economic Community, which comes into being in 2015.
The growth map includes major cities in the Indian Ocean region
and possibly Oceania.
The company says it is also very
interested in the possibility of expanding into the Middle East
and gateway cities in Europe.
Centara's focus has
been on expanding its five-star and four-star brands, but the
recent advent of the Centra value brand, and the launch later this
year of a new economy hotel brand aimed at the budget travel
sector, is greatly broadening the range of options. The group also
launched the Centara Boutique Collection brand and the Centara
Residence brand last year, giving it even more options.
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