Centara Hotels & Resorts has announced that it will further expand its presence in Phuket by the addition of a second Centra value brand hotel on the island, signing a management contract for a new property that is being built in Bangtao.

Centara, Thailand’s largest operator of hotels, has four of its brands in Phuket, extending its reach across a range of tourism market segments.

The management contract was signed at the Centara head office in Bangkok on 24 July with owning company Adler Group Co. Ltd., with the opening expected during August 2016.

The new hotel will be named Centra Bangtao Resort Phuket.

“Bangtao is set on one of Phuket’s longest beaches,” says Thirayuth Chirathivat, chief executive officer of Centara Hotels & Resorts. “This part of the island has become very popular with visitors, and we are delighted to be opening a hotel here.

“This gives us the opportunity to expand the range of our Centra brand in Phuket, where we at present have one other Centra property, at Patong, which is very successful.

“The new hotel will be our eighth property on the island, which indicates the strength of our confidence in Phuket as a world-class tourism destination.”

Chris Bailey, senior vice president for sales and marketing at Centara Hotels & Resorts, says that Centara has a strategic expansion plan for Phuket, with currently four different brands to cater for specific market segments.

“We have at present properties in Patong, Karon Beach, Kata Beach, and Mai Khao Beach,” he says.

“We also have a resort at Khao Lak, and two in Krabi.

“Opening a new resort at Bangtao gives us extra strength in the Southern Thailand market, and extends our range in the value sector.”

Centra Bangtao Resort Phuket is a new-build project standing on 1.6 acres of land. Currently in the design and planning stages, construction will begin in July 2014.

The resort will have 150 rooms, with a swimming pool and sundeck. There will be one restaurant, a Cense by Spa Cenvaree, a mini-gym, a business corner, and a kids’ corner.

Centra hotels are designed to deliver the Centara style of service with quality accommodation and facilities, but without the facilities that may be superfluous to guest requirements.

Centra Ashlee Hotel Patong opened in 2010 and was the first Centra brand hotel. Now, in addition to the Bangtao and Patong properties, there are two Centra hotels in Bangkok, one in Samui, and one in Bali.

Centra Ashlee Hotel Patong is an eight-story hotel with 110 rooms, set in the island’s premier shopping and leisure town of Patong, within a few minutes’ walk of the beach.

The hotel has a swimming pool on the rooftop, with a Jacuzzi, steam rooms and fitness center, and the Air Rooftop Bar & Lounge next to the pool, with its view across the town to the sea, is a popular evening venue for cocktails and enjoying the spectacular sunsets.