Centara Hotels & Resorts says it will expand its affordable lifestyle brand, COSI, and unveil two luxury brands.
Markland Blaiklock, deputy chief executive at Centara Hotels & Resorts said: “We will open a second COSI property in September, named COSI Pattaya Naklua Beach and then COSI Chiang Mai Ta Pae Gate. Of the 66 new hotels planned, close to 30 plus of those will be under the COSI brand.
“We are also planning on moving into the luxury segment. We intend to launch two luxury brands, one that is more classic and one that is more contemporary lifestyle luxury.” Currently Centara’s highest level brand is Centara Grand.
Blaiklock said: “The move to luxury involves looking at our existing properties and re-positioning the brand to a luxury level and then buying more property. We’re looking at Centara Grand Hua Hin and we will renovate it as a luxury property.”
Renovations are estimated to take place around 2020 or 2021 with an aim to launch the luxury brand in 2020 next year.
At present Centara has 68 hotels and resorts worldwide, and it plans to double its global collection to 134 by 2022.
Additional properties set to open include the Centara Ao Nang Beach Resort & Spa Krabi in July, and the Centara Sonrisa Residence and Suites Sriracha will debut on the country’s eastern seaboard. The group will continue expansion in the Middle east with Centara Grand Hotel Doha on scheduled for the end of 2019 and Centara Deira Islands Beach Resort Dubai due in 2020.