Central re-brands as Centara

Central Hotels & Resorts has announced that it’s re-branding to Centara Hotels & Resorts and the Spa business to Spa Cenvaree.Commenting on the change, Suthikiati Chirathivat, Chairman of the Executive Board of Central Plaza Hotel (Public) Co Ltd revealed “This has been discussed for several years and we finally decided that our spa name “Centara” should be our new hotel brand. Although “Central” is more well known here in Thailand, especially in the retail sector, for the hotel’s international customer base it doesn’t really reflect our “Thai-ness” and the depth and quality of our product and service. However “Centara” sounds more Thai, more exotic, but still links the association with the group. “Cen” from Central, which has a reputation going back 60 years, and “Tara”  from the Thai language meaning “Water”.

“We have created 3 different sub brands under Centara Hotels & Resorts in order to enable us to clearly identify and market each hotel”, he continued. “For our 5 star properties we have decided to create a sub brand using “Grand” in the title for both hotels and resorts. Our new hotel in Bangkok will open as Centara Grand & Bangkok Convention Centre at Central World and Krabi will be renamed Centara Grand Beach Resort & Villas, Krabi, for example.

Centara Hotels and Centara Resorts will be the name for our 4 star properties.  “Resort” or “Hotel” denotes whether it is a resort-based property or a city location, respectively. The ‘Village’ product will be re-named Centara Villas. This change reflects more accurately the actual product and showcases our major upgrades to the sector with private pools and spas in many units.

Finally, the hotels and resorts in Hua Hin and Bangkok will see the Central content changed to Centara, hence they will become Sofitel Centara Grand Resort and Villas, Hua Hin and Sofitel Centara Grand Bangkok.
The new name of the Spa is ” Spa Cenvaree”. Again ‘Cen’ is from “Central” and ‘Varee’ is another word meaning water in Thai.”

Suthikiati added, “On this momentous occasion in the company’s history, we also take this opportunity to highlight our latest development, the new Bangkok Convention Centre. Due to commence operation from mid July 2007, this state of the art facility, with high ceilings and a pillar-less convention centre environment, is ready to deliver to Bangkok a new and exciting MICE venue. It will have 16 additional meeting rooms, a grand ballroom of almost 1,000 sq. meters, self contained food and beverage operations and a capacity of 6,000 delegates.


Commenting further, “The hotel itself will open in March 2008 and have 505 rooms, state of the art facilities and an impressive range of leisure activities including a signature “Spa Cenvaree”. It will have 8 food and beverage outlets including “Fifty-Five” an ultra-trendy 2 storey indoor-outdoor roof top restaurant and bar which is sure to turn heads on opening day.”