Centara plans expansion for Boutique Collection brand

Chris Bailey (3rd from left), Senior Vice President – Sales & Marketing, and Dr. Ronnachit Mahattanapreut (2nd from left), Senior Vice President-Finance and Administration, Centara Hotels & Resorts recently organized the press conference to celebrate 1st year anniversary for “Centara Boutique Collection” brand at Centara Grand & Bangkok Convention Centre at Central World. Also seen in the photo were Paul Snow (far right), Operations Manager, and Kanokros Sakdanares (far left), Group Director of Marketing Communications, Centara Hotels & Resorts.

Bayburi Vacation Villas Hua Hin, Centara Boutique Collection
X2Samui Villas by Design, Centara Boutique Collection
X2Rayong Resort by Design, Centara Boutique Collection
Chris Bailey, Senior Vice President – Sales & Marketing, Centara Hotels & Resorts
Paul Snow, Operations Manager, Centara Hotels & Resorts

Centara Hotels & Resorts is expanding its Centara Boutique Collection brand, opening new properties and embarking upon an aggressive marketing campaign to raise awareness both at home and overseas.

The brand, which was launched 10 months ago, has already grown quickly with currently a total of nine properties, eight of them in Thailand and one overseas in the Indian Himalayas.

Centara Boutique properties are designed for the traveller with individualistic needs and a preference for intimate resort hotels.

Centara sees huge potential with this brand, and plans to expand it to a total of between 30 and 40 properties within the next 5 years.

“The very fast acceptance of the Boutique concept in the market has enabled us to quickly grow the number of properties within the brand,” says Chris Bailey, senior vice-president for sales and marketing at Centara Hotels & Resorts.

“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.
“We will be extremely proactive in working with our business partners and with Centara’s long history in the hospitality industry we are very confident that the Boutique Collection will continue to grow strongly as a very distinctive brand.”

Centara has appointed a new director of sales, Ms Isaree Chartkulnan, who will be responsible solely for Centara Boutique Collection, 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.

Paul Snow, operations manager for Centara Hotels & Resorts says that the number of properties under the Boutique brand will be increasing in the near future.

“From the successful operations of this brand, the owners of the X2 resorts are investing in the construction of two X2 Residences serviced properties. One is located next to the X2 Samui Villas and represents an investment of 160 million baht while the other is located next to X2 Hua Hin Kui Buri and represents an investment of 140 million baht” he says.

Mr. Snow adds that Away Koh Kood has recently upgraded and renovated all Canvas Retreat accommodation bathroom and shower facilities and all other villa bathrooms will be enhanced within the following two months. The Away Koh Kood Spa with two treatment spaces has been relocated to an area overlooking the water with an improved menu selection for both men and women. The Activity Center located at the far end of the resort has recently been totally renovated – other than the main priority of diving, snorkeling and island tours being designed from this area the Activity Center has been expanded to include a bar named Castaway open from afternoon to late at night with a full bar and snack menu, snooker table, table soccer, music, darts and a three station internet station provided on a complimentary basis for all guests – an outside deck overlooking the bay offers a cool and chic place to relax any time of the day or night – the Activity Center also boasts a new Karaoke Room with selection of Thai and English songs and full bar service.

To expand the Centara Boutique Collection, the owner of X2 is now planning to build X2 Koh Kood with an investment of 250 millions baht. It will be located next to Away Koh Kood and also a Centara Boutique Collection. 

We are also currently in negotiations with the owners of other properties and developments, and anticipate making announcements regarding new property openings within the early part of next year.

Under the slogan “As Individual As You”, Centara Boutique properties are designed for those who appreciate luxury, fine design and natural surroundings, but who do not want the experience of a large resort hotel.

Each boutique property has been designed to fit perfectly into its location and the surrounding environment. The collection offers a wide range of destinations, from mountainside locales to tropical islands.

With a limited number of rooms and villas and highly-trained resort staff, each property in the brand offers guests an array of personal experiences unique to its location, delivered to consistently high standards of quality and service.
Source = Centara Hotels and Resorts
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