Central Pattana invests Bht 10 billion to expand hotel business under 5-year plan, creating new standard for travel ecosystem, preparing to launch the first hotel 'Centara Korat' in September this year

Central Pattana wants its hotel business to cater not only to tourism but also to other types of travel including leisure, business and work, which will reinforce the company's role as the leader in fostering the potential of various cities including top and secondary cities, tourist cities and industrial cities in 27 provinces across the country. The plan will also help boost local economy and is expected to provide up to 3,900 jobs locally.
In managing hotels and providing services with an international standard, Central Pattana will join forces with Centara Hotels & Resorts, its sister company under Central Group. The first of the new hotels to be launched will be Centara Korat in September 2022, which will also enable Central Korat to be the most complete mixed-use project in the northeastern region.

In announcing its business plan and projects, Central Pattana held a press conference presided over by Minister of Tourism and Sports Mr. Phiphat Ratchakitprakarn and joined by top executives of the company.

Mr. Phiphat Ratchakitprakarn, Minister of Tourism and Sports, in a speech on his vision, said "As Central Pattana reveals its plans for its hotel business across the country, I believe the company will be a key force to drive the Thai economy, elevate the tourism industry, create jobs, and distribute incomes to local communities in both primary and secondary tourist cities."

"This is in line with the policies of the government and the Ministry of Tourism and Sports to push for a 'recovery of the country via tourism' which will lead to 'recovery of overall economy'. The ministry is planning for new products to revitalize domestic tourism, targeting high-growth groups such as staycation travellers, workation travellers and digital nomads. Central Pattana's plans to expand its hotel business and its mixed-use development projects will support the ministry's efforts as well as drive the country and the economy," he said.

Ms. Wallaya Chirathivat, President and CEO of Central Pattana Plc., said, "Under the vision 'Imaging Better Futures for All,' Central Pattana has become a force to drive Thailand in various aspects. Central shopping centers have played a key role in stimulating the economy at the macro level and supporting communities across the country. We expect the expansion of our hotel business to contribute to the country and communities similarly. Under our five-year plan, we expect to operate 37 hotel projects in 27 provinces with over 4,000 rooms in total by 2026, with an investment budget of over 10 billion baht. We are looking to create and implement a high standard for all our hotels in order to become the No.1 choices for domestic travel to pioneer the Travel Ecosystem."

According to Ms. Wallaya, Central Pattana will implement three strategies which are:

1. Complete Travel Ecosystem
   The company believes the hotel business should not only cater to tourism but also travel of other purposes, including leisure, business and work. With such perspective, it will be able to target both Thai and foreign travellers.
2. Creating New Standard of Travel Lifestyle
   Central Pattana looks to create a new standard for hotel stays nationwide. Its brands will cover all market segments with synergy with other businesses under Central Pattana and Central Group.
3. Co-Creating with Communities
   The company wants to join forces with communities and promote their identities, which can be utilized to generate income to community members and local businesses.

"Every province in Thailand has the potential to support travel for various purposes. The expansion of the hotel project, including the extension of Central Pattana's mixed-use project, is believed to have a positive impact on travel. This gives Thai people more new destinations to travel and foreigners have more alternatives of accommodation." Wallaya said.

Mr. Phoom Chirathivat, Head of Hotel Property at Central Pattana, said, "We see that there is an opportunity to build upon the success of our current hotel business. The same opportunity can also be used to strengthen the potential of cities and provinces in Thailand."

"We believe our hotel business can create a big impact, just like other businesses of Central Pattana have done, due to the strength of the business, good locations, a good range of brands that cover all segments and partnership with other businesses under Central Pattana and Central Group. A stay at our hotel will be a 'seamless journey' that is different from other hotels in the market," he said.

The three hotel brands of Central Pattana will each focus on tapping into certain segments and certain locations, according to him. Centara, an upscale brand, Centara One, a lifestyle midscale brand, which both brands will implement concept of "Bleisure" for the first time, which is a mix of business and leisure to cater to multi-purpose travel. Lastly, Go! Hotel, a premium budget brand. Some locations in pipeline are such as Korat, Ubon Ratchathani, Ayutthaya, Rayong, Si Racha, Chonburi and Chiangrai.

"The first project that is ready for the launch is Centara Korat, the first hotel under a chain of the international level in the city of Korat, with a launch planned in September this year. Korat is a gateway to the northeastern region and Central Pattana already has a mixed-use project, Central Korat, there. We found that the hotel market of Nakhon Ratchasima province has a great potential and average occupancy tends to be longer. Our target customers include Korat people, individual and group travellers from other provinces including those who travel to Korat for MICE business, and business people who need to go to Buriram, Udon Thani and Khon Kaen" said Mr. Phoom.

"In addition, the Centara Korat hotel project also fulfills the lifestyle of living and using the hotel service that meets various needs of customers as the best hotel and top dining destination in Korat. Such as staying in a room that can accommodate Multi-Generation of customers, to support events and meetings with modern fully-functional rooms, and for the first time dining in the 'House of Kin' all-day & all-generations buffet, while enjoying the Rooftop restaurant with views of the Korat city.

Whether it's staying in a room that can accommodate customers like Multi-Generation, hosting events and meetings with modern fully functional rooms, and the first time dining in the 'House of Kin' all-day & all-generations buffet, while enjoying the Rooftop restaurant that comes with a view of Korat city. And don't miss shopping in Central Korat that offers benefits to The 1 members. Points can be used in restaurants in the hotel or tranfer The 1 points for Centara The 1 via The 1 Application to pay for the room as well." he said

Mr. Thirayuth Chirathivat, Chief Executive Officer of Centara Hotels & Resorts, said, "The partnership between Centara and Central Pattana combines the distinct strengths of two industry leaders, creating a genuine Central Group force that will deliver new and exciting hospitality concepts, set new standards in Thailand's hotel landscape, and drive the country's economy. Centara has worked successfully for many years with Central Pattana to manage Centara Hotel & Convention Centre Udon Thani, and we are delighted to now work together on a whole host of new projects across the country, to deliver the best and most relevant hospitality experiences to Thai and foreign travellers."

"We are committed to making Centara Korat number one destination and "The Place to be" in the city, catering to the diverse needs of all travellers and local residents alike. With Centara's international standard in service and Central Pattana's expertise in project development, each of our hotels will be tailored to cater to the unique demands of its guests and locations. We have ambitious expansion plans both internationally and overseas and our collaboration with central Pattana will contribute significantly not only to our company's growth within Thailand, but also to the overall performance of the country's tourism and travel sector and the economic recovery overall" he said.

Centara Korat will celebrate the grand opening in September 2022 and will be the last addition to the mixed-use project of Central Korat, which currently encompasses a Central shopping center and an ESCENT condominium. The project has an investment value of over 10 billion baht.

Central Pattana is moving into a new future with the brand purpose "Imagining Better Futures for All" to create and develop quality places with care for the people, community and environment, while driving the economy and the country.

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• ข่าว Generation
• ข่าว The Ministry of Tourism