Source: Centara

Bangkok, Thailand - Centara Hotels & Resorts, Thailand’s leading hotel operator, has rebranded Centra by Centara as Centara Life, revealing a fresh and exciting new brand identity and a commitment to delivering flexible and seamless stays that are accessible to everyone.

Centara Life will retain its core concept of “Elevating the Essentials” to help guests travel and stay seamlessly. In addition to “exceptional essentials”, this includes offering “daily delights” to put a smile on the face of every traveller, promising “value for all” with first-class amenities at a preferential price point, and “fresh environments” with lively, social spaces that allow everybody to unwind and interact.

The rebranding process will involve the complete and vibrant refresh of the brand’s visual identity which will permeate the brand’s physical and digital presence. The new look will ooze vigour and life and features a bold teal and turquoise primary colour palette, accented with splashes of orange and amber to signify energy and joy, orchid and lavender for a sense of balance and relaxation, and mint and leaf green to represent peace and nature. A series of new signature guest experiences will be rolled out over the coming months to accompany the visual makeover, focusing on four core pillars – Life Essentials, Life Surprises, Life Flexibility, and Life Connectivity – which will include extra sleeping comforts, complimentary local delicacies, flexible breakfast hours, community immersion and much more. Stay tuned for further updates!

The rebrand of Centra by Centara to Centara Life is a strategic move that serves not only to breathe new energy and life to our upper midscale brand offering, and better cater to its diverse audiences’ evolving needs, but also to better align this dynamic and core Centara brand with our wider family of Centara-named brands, with which many synergies and values are shared. This has been an extensive process, which even included inputs from our valued guests, as we sought to refresh the brand in a way that would ensure long-term appeal and relevance to both existing and future customers. Mr. Tom Thrussell, Vice President of Brand, Marketing & Digital, Centara Hotels & Resorts

First launched in 2010, Centra by Centara has become a popular option for guests seeking comfortable and convenient stays. Following this rebranding which will take place iteratively over the next quarter, Centara will ramp up the expansion of Centara Life around the world, in line with its five-year goal of doubling its global portfolio and becoming a top 100 global hotel operator by 2027.

To learn more about Centara Hotels & Resorts, please visit www.centarahotelsresorts.com.

About Centara Hotels & Resorts

Centara Hotels & Resorts is Thailand's leading hotel operator. Its 92 properties span all major Thai destinations plus the Maldives, Vietnam, Laos, Japan, Oman, Qatar and the UAE. Centara's portfolio comprises six brands – Centara Reserve, Centara Boutique Collection, Centara Grand, Centara, Centara Life and COSI Hotels – ranging from luxury island retreats and upscale family resorts to affordable lifestyle concepts supported by innovative technology.

Centara also operates state-of-the-art convention centres and has its own award-winning spa brand, Cenvaree. Throughout the collection, Centara delivers and celebrates the hospitality and values Thailand is famous for including gracious service, exceptional food, pampering spas and the importance of families. Centara's distinctive culture and diversity of formats allow it to serve and satisfy travellers of nearly every age and lifestyle.

Centara aims to become a top 100 global hotel group, while spreading its footprint into new continents and market niches. As Centara continues to expand, a growing base of loyal customers will find the company's unique style of hospitality in more locations. Centara's global loyalty programme, Centara The 1, reinforces their loyalty with rewards, privileges and special member pricing.

Find out more about Centara at www.CentaraHotelsResorts.com
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Puntira Cherdboonmuang (Gam)
Corporate Public Relations Manager, Centara Hotels & Resorts
Centara