June 30, 2025 | Press Release

Centara Hotels & Resorts, Thailand’s leading hospitality group, is pushing ahead with an ambitious global growth strategy that blends its signature Thai service ethos with international standards of luxury. With new openings and major transformations across Asia and the Indian Ocean, the company is positioning itself to break into the world’s top 100 hotel companies by 2027.

At the forefront of this expansion are Centara’s luxury brands – Centara Grand and Centara Reserve – which are extending the group’s reach into competitive high-end markets. Recent highlights include the launch of Centara Grand Lagoon Maldives earlier this year, a resort that fuses Maldivian seclusion with Thai hospitality. The opening adds to Centara’s expanding Maldives portfolio, which now offers four distinct concepts across the archipelago.

In Japan, the Centara Grand Hotel Osaka has quickly gained traction since its 2023 debut, attracting both international travelers and local diners. Meanwhile, Centara’s flagship property in Bangkok – Centara Grand at CentralWorld – has emerged from an extensive refurbishment as a landmark destination for luxury stays and sky-high dining. In Pattaya, the family-friendly Centara Grand Mirage Beach Resort has undergone a complete transformation, while the storied Centara Grand Beach Resort & Villas Hua Hin, originally built in the 1920s, is undergoing a sensitive restoration to preserve its heritage while adding modern flourishes.

The group is also preparing for the next chapter of Centara Reserve, its storytelling-driven luxury brand. Following the success of Centara Reserve Samui, which has won international accolades since its launch in 2021, the brand will expand with the upcoming Centara Reserve Krabi. The former Centara Grand Beach Resort & Villas Krabi is currently being reimagined into a secluded luxury retreat, offering bespoke dining, curated wellness and immersive experiences that reflect the cultural and natural beauty of Krabi’s limestone cliffs and Andaman coastline.

Thirayuth Chirathivat, CEO of Centara Hotels & Resorts, underscored the company’s long-term vision: “It is with a great sense of pride that we bring Thai hospitality to the world. We look forward to further growth over the years as we elevate our positioning as a hotel group, opening, restoring and repurposing hotels and resorts in leading destinations around the globe.”

Industry analysts note that Centara’s focus on both heritage properties and bold new developments reflects a two-pronged strategy – safeguarding legacy assets while diversifying into fresh destinations and experiences. This approach not only strengthens Centara’s identity as Thailand’s premier hotel brand but also positions it to compete more aggressively with global luxury players.

With its sights set firmly on international recognition and expansion, Centara is signaling that Thai hospitality – rooted in warmth, service, and culture – can thrive on a global stage, from the heritage-rich shores of Hua Hin to the pristine coves of the Maldives and Krabi.