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Centara Boutique Collection given distinctive new brand identity

eTN staff writer  Jul 13, 2010

BANGKOK - Centara Hotels & Resorts has given a distinctive new identity to its recently-launched Centara Boutique Collection brand with the creation of a logo and a strapline that reads, “As unique as you.”

The Centara Boutique Collection was inaugurated in the second half of last year with the opening of the first property in Chiang Mai, and rapid subsequent expansion has seen the number of properties rise to 41, with more scheduled.

Properties under this brand are situated both in secluded locations and in city centers and feature inspirational architectural design and an intimacy of scale designed to provide a more personally fulfilling vacation experience.

“There has been huge interest in the brand in the short time since it was launched,” said Chris Bailey, vice president for sales and marketing at Centara Hotels & Resorts. “Creating a distinctive new identity was a logical move, now that the number of properties is increasing, and the identity very much reflects the concept behind the brand. Each of the properties is unique and individual, and consequently the logo is a stylized signature. There is nothing more unique to an individual than their signature, and the strapline enhances this image.”

Centara Boutique Collection properties are located at Chiang Mai, Hua Hin, Samui, Rayong, and Koh Kood. Centara aims to operate 50-60 hotels and resorts under the Boutique Collection brand within 5-10 years.

Centara Hotels & Resorts currently operates a chain of 26 hotels and resorts throughout Thailand, with the properties being either self-owned or managed under contract, and a further 10 are at present under development. In addition, 5 resorts have been added in international destinations, totaling 41 properties.

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Centara Boutique Collection given distinctive new brand identity
Source: Centara Hotels & Resorts Public Relations Department

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