Centara Hotels & Resorts has revealed plans to grow its Centara Boutique Collection brand portfolio by as much as 300% in the next five years.


The brand, which was launched 10 months ago, has already grown quickly with nine properties open – eight in Thailand and one in the Indian Himalayas.


Centara sees huge potential with this brand and plans to expand it to a total of between 30 and 40 properties by 2016.


Senior vice-president for sales and marketing Chris Bailey said: “The very fast acceptance of the boutique concept in the market has enabled us to quickly grow.


“We have been especially fortunate in acquiring management contracts with superb properties and this has helped us to raise our profile in the international market very quickly.”


Centara has appointed a new director of sales, Isaree Chartkulnan, who will be responsible for devising promotions and campaigns to attract the target group both from the domestic and the international markets.


The strategy includes an extensive public relations and media campaign, and online business and joint promotions with different business partners.


The nine properties within the Boutique Collection brand are X2 Hua Hin Kui Buri Villas by Design, Bayburi Vacation Villas Hua Hin, X2 Samui Villas by Design, The Sea Samui Vacation Residences, X2 Rayong Resort by Design, Away Koh Kood, Khum Phaya Resort & Spa, Away Suansawan Chiang Mai, and Moksha Himalaya Spa Resort.


New additions to the collection are expected to be announced in the first quarter of this year.