Centara Hotels & Resorts has signed a memorandum of understanding (MoU) with China's Luxemon Hotel Group to accelerate the expansion of Centara's portfolio in China and support its goal of becoming a top 100 global hotel operator within five years.
The MoU aims to leverage the regional expertise of both hotel groups while enabling the development of their respective brands within China and Southeast Asia.
Markland Blaiklock, deputy chief executive of Centara Hotels & Resorts, said China has been a priority market for future growth. The new partnership with Luxemon Hotel Group represents a significant step forward for Centara, he said.
"Luxemon is one of the most renowned and fast-growing hotel groups in China, with 60 properties," said Mr Blaiklock.
"I am confident our visions and philosophies are perfectly matched to meet our business objectives."
Liang Xiao Jing, chief executive of Luxemon Hotel Group, said the MoU represents a new chapter in the important partnership between China and Thailand.
"I believe through our cooperation, we will grasp many new opportunities in the future that will take our businesses to the next level," she said.
Ms Jing said she is confident that together the firms can contribute to the development of tourism between China and Thailand and a stronger hotel industry.
In recent years, Centara has introduced its unique style of Thai hospitality to many new international destinations.
The company's portfolio of 91 properties spans the length and breadth of Thailand and other key markets in Southeast Asia, the Middle East and the Indian Ocean.
