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Centara expands its presence in the Middle East

Anthony Wright, general manager, Centara Muscat Hotel Oman

Centara Muscat Hotel offers 152 comfortable rooms. It is a modern city hotel featuring well-rounded facilities; three restaurants serving Thai, traditional Turkish dishes and other international favourites, a dedicated Thai spa – Centara’s signature SPA Cenvaree, a rooftop pool and terrace with views overlooking the Gulf of Oman, five meeting facilities that can hold up to 250 guests, a premium lounge and complimentary Wi-Fi. The property is conveniently located in Ghala Heights, a developing business and residential area which is just 10-minutes from Muscat International Airport and Oman Convention and Exhibition Center. This makes the property suitable to both business and leisure travellers.


The Centara brand represents unique Thai hospitality and we will be the first to bring this experience to the region. We believe that with our comprehensive and modern facilities matching those across all renowed upscale Centara hotels, coupled with its prime location, Centara Muscat Hotel Oman will be an accommodation choice for city exploration and business trips.

Target markets

The main target segments would be MICE and business travellers as the `hotel is located just footsteps away from the Government ministries, major companies and businesses around the area. We are also expecting growth in the leisure segment with Oman’s government focusing on development of its tourism sector as part of the Omani Tourism Strategy 2040.

Business outreach

This will be our first year of operations so it will be important to determine and establish our presence with key target markets. Once we know our market and what works best for our hotel and the community; we can structure our operations accordingly. We would also be focusing on employee retention by providing a work environment conducive to our employees.

To further enhance brand awareness, we have chosen partners that can help broaden our reach to clients. We have placed ourselves and set-up our rates with key travel agents (local and regional), wholesalers, DMCs, and OTAs. We also do a lot of direct sales with corporate clients trying to understand and meet their requirements.

Marketing strategy

Our focus would be more on digital marketing and social media as this will be the key source of bookings in the market. We have also introduced some special offers to beat the low season with a ‘Stay for 3 and Pay for 2’ campaign. The special offers will be promoted through our website, email marketing and social media platforms. We are also looking into cross promotions and key tie-ups with some major brands (e.g. Oman Air, Red Bull and Pepsi) that would help us widen our reach.

Key Features 

  • Spacious accommodation with comfortable living spaces
  • Flexibly configurable banquet and meeting facilities
  • Rooftop swimming pool with children’s pool and fitness centre
  • Premium club lounge on top floor
  • Akdeniz Turkish restaurant; Tiptara international cuisine; and The Roof for barbeques or private events
  • Centara’s renowned SPA Cenvaree
  • Minutes to the airport or old city centre

Centara Hotels & Resorts continues expansion with openings in Oman, Qatar

Centara, Thailand’s largest hotel operator, knows it is on to something. Travellers have long been attracted to Thailand – the “Land of Smiles” – for its charming, gracious hospitality. If you made a brand stand for that cultural characteristic, people would want to try it. And if you designed your properties and trained your staff to fulfill that image, then your guests would become loyal customers and tell their friends.

The success of this simple but powerful idea is evident in the company’s dominance of its domestic market with 44 properties covering every major Thai destination. Now the brand is proving it travels well, too, with resorts in the Maldives, Vietnam, and Sri Lanka, and hotels opening this spring and summer in Oman and Qatar. China and the UAE will come next. In all, 23 hotels and resorts outside Thailand are either open or in development.

Kids feature – Centara Grand Mirage Beach Resort Pattaya

That special Thai touch for every type of traveller

Another reason for Centara’s success is the way they extend their brand to serve every market niche. Business or leisure; couples, families or youthful adventure tourists; luxury or budget-minded – Centara seems to have a destination and property for every need. They even have multiple properties and brands in the most popular destinations.

Centara Grand means 5-stars, such as the gleaming hotel and convention center in the heart of Bangkok’s downtown shopping district. Three hours southwest, on the beach at Hua Hin, is another Centara Grand, a wood and red tile classic that was one of Siam’s most famous resorts in the 1920’s. You can find Centara Grand resorts with this kind of opulence on the southern islands of Krabi, Phuket and Samui as well. But travellers with different tastes will also find 4-star Centara villas tucked away on secluded beaches, and innovative value accommodations under the Centra and COSI brands.

Centara offers city hotels, beach resorts, boutique hotels, value sub-brands, and even a unique all-inclusive cashless resort (in the Maldives). Their Club provides premium services and special lounges for business travellers. They understand families, with supervised Kids Clubs at most resorts, and even a fantasy water park that would do Disney proud at Centara’s Grand Mirage Resort in Pattaya.

Centara didn’t forget two of Thailand’s most popular contributions to the world, either: Thai food and Thai spas. You’ll find both at virtually all their properties, in such delicious restaurants as Suan Bua, and the literal Thai touch and fragrant herbal balms of SPA Cenvaree and Cense by SPA Cenvaree

Expansion into the Middle East and beyond

Centara Muscat Hotel Oman

In Oman, the 152-room Centara Muscat Hotel features an amazing rooftop deck and swimming pool overlooking the azure Gulf of Oman, plus a Club lounge and SPA Cenvaree. It is near the convention centre in the heart of the Al-Ghala business district, halfway between and conveniently accessible to Muscat’s airport and historical district.

The new Centara Grand Hotel Doha will have 261 rooms and suites plus 96 apartments. It will feature Centara’s famous Suan Bua restaurant, plus extensive facilities including a luxurious SPA Cenvaree.

Centara Deira Islands Beach Resort Dubai will be a 4-star, fun-themed family beachfront resort featuring one of the largest water parks in the UAE. It’s due to open next year. Other properties are scheduled in China, Turkey and Laos.

Innovations based on what customers want

Pool view – Centara Grand Beach Resort Krabi

Centara is about more than Thai hospitality. The company recruited an experienced international management team and invests in creative ideas that anticipate customer needs.

Parents want to take their children on vacation, but many destinations make it an exhausting challenge to keep high-energy kids occupied. Centara designed resorts to be fun for the family with Kids’ Clubs, youth activity programmes, children’s pools or water parks, so parents don’t have to decide between a good vacation for themselves or for their children.

Asian group travellers want facilities large and diverse enough to accommodate them. Centara’s new Grand Beach Resort on Jintai Bay, Hainan, will be a self-contained, family-themed resort-metropolis featuring 360 rooms, a water park, nine F&B outlets, Kids’ Clubs, game courts, and health and fitness centres designed in an innovative “Social Spa” concept.

Savvy young travellers don’t need big accommodations with frills; they’d rather save their money so they can meet new friends and explore the world. Centara’s new COSI hotels are designed to be comfortable, trendy, affordable and connected. They feature free Wi-Fi, high-tech digital services, 24-hour food and social hubs.

An Asian hospitality brand to watch

With its Thai cultural and culinary roots, experienced international management team, multi-niche expansion strategy, and customer-based innovations, Centara is arguably one of the hottest companies in the hospitality business today. The brand is already familiar to Thais and regular travellers to Thailand. As it expands into more Asian and Middle Eastern markets, more people will try it. And many will come again and again.

Thai traditions at Spa Cenvaree

With so many destinations to choose from, it’s difficult to recommend just a few Centara properties. But here are some of our favourites:

  • A fun family vacation with children
    Centara Grand Mirage Beach Resort, Pattaya
  • The ultimate romantic escape or honeymoon
    Centara Grand Island Resort & Spa, Maldives
    Centara Grand Beach Resort, Krabi
  • Couples 50+ looking for colonial-style elegance
    Centara Grand Beach Resort & Villas, Hua Hin
    Centara Grand Beach Resort Phuket
  • Inexpensive weekend getaway to a secluded beach
    Centra Coconut Beach Resort, Samui
    Centra by Centara Phu Pano Resort Krabi
  • Retreat from the heat in the mountains
    Khum Phaya Boutique Resort & Spa, Chiang Mai
  • Mix of business and pleasure
    Centara Grand Hotel at Central World, Bangkok
    Centara Grand Hotel Doha
    Centara Muscat Hotel, Oman

To learn more, visit Centara’s dedicated trade website, www.centarahotelsresorts.com/b2b. You may also call 04370 6227, or email rsodxb@chr.co.th