G E R M A N Y
CENTARA PORTFOLIO
OVERALL : Asset-light philosophy with 38 deluxe and first-class properties covering all the major tourist destinations in Thailand . There are 18 additional resorts in the Maldives , Vietnam , Bali Indonesia , Sri Lanka and Mauritius .
CONVENTION CENTERS : Centara operates two convention centers in Bangkok and two in northeastern Thailand — one in Udon Thani and the other in Khon Kaen .
SPAS : 24 Spa Cenvaree , newly launched value brand Cense by Spa Cenvaree
BRANDS : Centara Grand Hotels & Resorts , Centara Hotels & Resorts , Centara Residence & Suites , Centara Boutique Collection , Centra Hotels & Resorts
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THE ORIGINAL
„ SKYLINE “ ourselves ,” he says . “ We still continue to build our cluster in ASEAN to maximize our operations capacity .”
Further aspirations While Chirathivat has nothing concrete to report about ongoing discussions to expand into Europe , he says , “ Having grown the way we have and having established a reputation for sound management of both city and resort hotels , along with our convention centers , we are attracting attention and respect from within the industry .”
The desire to develop a budget brand stems from the rise of budget airlines , as well as the rise of tourism from China . “ It will be a quality budget brand ,” Chirathivat says . “ The rooms are all ergonomically designed , so although they are physically small they are not cramped , and they will offer the kind of facilities that guests would expect from a more expensive hotel .”
Chirathivat adds that with Centara ’ s current value brand , Centra , the company has learned how to deliver service and comfort while dispensing with aspects of a hotel that guests in that market category would not be looking for , and this experience will be utilized with its new budget brand .
Looking to Thailand ’ s northwest neighbors , Chirathivat feels Myanmar is going to become an important destination , and Centara is considering its options there . At the same time , the company will put a great emphasis on China , where it will open its first property in Shanghai in 2014 . Asia ’ s other hot spot , India , is also calling Centara ’ s name , and the company plans to expand its existing hospitality-focused partnership with a company based in Goa , India , to grow beyond its Baga Waterfront Resort & Spa , which is part of Centara ’ s Boutique Collection .
Performance story When assessing current market conditions , Chirathivat says 2012 will turn out to be a record year for the group with 20 % revenue growth and significant growth in profits . “ Thailand has enjoyed strong arrival growth , which has assisted our core properties ,” Chirathivat says . “ New locations like the Maldives and Vietnam have also been able to establish themselves quickly , and our properties there now enjoy industry or better RevPAR performance .”
Looking forward to 2013 , while consumers still remain sensitive to economic pressures , according to Chirathivat , Centara ’ s broad market base and expanding portfolio continue to provide growth opportunities . “ Booking patterns are short ; however , we already see positive trends for the first quarter of 2013 and foresee topline growth of 15 %,” he says .
When asked to what he attributes Centara ’ s success , Chirathivat believes it is partly due to the fact the company is family-owned . “ We are able to make decisions faster , and although we obviously have our differences , we understand each other , and we are all pulling in the same direction ,” he says . “ Plus , we have a long-established management team , and we are all very close . It makes for a strong entity — a well-integrated organization . I think that owners understand and appreciate that .”
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