Central Plaza Hotel Public Company Limited (CENTEL) was established in 1980 with the objective of developing. CENTEL is the official registered name of Centara Hotels & Resorts (CHR), managing and operating a chain of first class hotels throughout Thailand and International. It is a core business unit of the Central Group of Companies, founded by the Chirathivat family - a major owner, developer and operator of mixed commercial malls, retailing businesses, Central Department stores and trading businesses throughout Thailand. CENTEL was listed on the SET in 1990, and currently has a registered capital of Baht 1,350 million.
Apart from operating a chain of leading city hotels in Bangkok as well as premier resorts properties in key tourist destinations in Thailand, CENTEL also operates 5 major Quick Service Restaurant and Fast Food concepts.
CENTEL is a major player in the tourist & travel industry as well as the fast food business sector.
Centara Hotels & Resorts, formerly Central Hotels & Resorts, is a leading Thai hotel chain with nearly 30 years of service to the hotel industry. It's a core business unit of The Central Group of Companies. Centara Hotels & Resorts announced it's rebranding on 26 June 2007 from Central Hotels & Resorts to Centara Hotels & Resorts and the Spa business from Centara Spa to SPA Cenvaree.
Mr. Suthikiati Chirathivat, Chairman of the Executive Board of Central Plaza Hotel (Public) Co., Ltd. revealed that this has been discussed for quite a few years and they finally picked their spa name, "Centara" to be new hotel brand. Although "Central" is more famous here in Thailand, especially in retail business, for the hotel's international customer base, it doesn't really reflect "Thai-ness" and the depth and quality of their product and service. However "Centara" does sound more Thai, more exotic, but still links the association with the group -"Cen" from Central which has a reputation for 60 years and "Tara" coming from the Thai language meaning "Water".
Three different sub brands under Centara Hotels & Resorts have been created in order to clearly identify and market each hotel.
5 star hotels will be using a sub brand "Grand" in the title for both hotels and resorts. For example, the new hotel in Bangkok will open as Centara Grand & Bangkok Convention Centre at CentralWorld, and Krabi will be renamed Centara Grand Beach Resort & Villas Krabi.
Centara Hotels and Centara Resorts will be the name for 4 star properties, of course the flagging "resort" or "hotel" denotes whether a resort based property, or a city location, respectively.
The village product will also see a big change renaming the properties Centara Villas. This change reflects more accurately the actual product and showcases their major upgrades to the sector with private pools and spas in many units.
Finally hotels and resorts in Hua Hin and Bangkok will see the Central content changed to Centara, which are 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" means water in Thai.
One of their latest developments is the new Bangkok Convention Centre (BCC). This state of the art facility is now opening to deliver to Bangkok a new and exciting MICE venue, offering over 10,000 m2 with ceiling height of 13.5 m. and the ability to accommodate up to 6,000 delegates in a single pillar-less environment.
Core Business Strategies
- sustained effort to develop new resort hotels as well as focus on customer service (i.e. consistent 'value for money' proposition, fast food home delivery services, and new menu offerings)
- continuing, proactive marketing and promotional activities, to maintain market positions - together with ongoing effective costmanagement drive, to improve bottom line
Current new projects in progress
- Centara Hotel & Convention Centre Khon Kaen (4 star city hotel), opening 2010
- Other planned projects in Bangkok, Koh Lanta, Hua Hin, Rayong, Trang, Koh Yao-Yai/Krabi, and Khao Lak/Phuket
- Continuing efforts to expand the Food Business outlets in key locations.