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Rebranding

BHMA renamed Cross Hotels & Resorts as exciting growth strategy gains momentum

Author: Theodore Koumelis / Date: Thu, 06/27/2019 - 12:18
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Formerly BHMA Hotels & Resorts, the business has been rebranded to Cross Hotels and Resorts, marking the successful transition into the global Flight Centre Travel Group business.

Bangkok, Thailand – Cross Hotels & Resorts has established its position as one of Asia Pacific’s leading hotel operators being named in the top three for fastest growing hotel management companies in the region by industry experts HVS International’s 2019 Asia Pacific Hotel Guide.

Formerly BHMA Hotels & Resorts, the business has been rebranded to Cross Hotels and Resorts, marking the successful transition into the global Flight Centre Travel Group business.

The rebranding to Cross paves the way for a further escalation of the company’s portfolio of rooms under management focusing on South East Asia, Australia, Japan and the Pacific before branching into other international destinations. 

It comes off the back of an already encouraging growth period which saw eight new hotels opened across three brands in FY 2019 and a consolidated hotel revenue increase circa 80% in the past 18 months.

CEO of Cross Hotels and Resorts, Peter Lucas, said Cross Hotels and Resorts was building off a very strong base having increased its operating portfolio of hotels by 39% and entering three critical target destinations - Phuket, Vietnam and Bali over the past 12 months.

Recent highlights have included the opening of the X2 Bali Breakers in Uluwatu and Away Bali Legian Camakila; X2 Vibe and Away branded properties in Phuket and the newly opened high-design X2 Oceanphere Residences in Pattaya.

Mr. Lucas said Cross Hotels and Resorts had been well received by a diverse base of international guests with five South East Asian hotels rated number one on TripAdvisor in what is considered as some of the most competitive destinations in the world.

“The future looks very exciting as we continue our growth objectives expanding our footprint in key capital gateway cities and thriving visitor destinations globally,’’ he said.

“We have a strong pipeline of future acquisitions in place including four key resort destinations in Vietnam which we will sign in 2019.” 

Executive Vice President of Commercial Paul Wilson said, “Today marks another significant milestone in the BHMA journey as we announce the rebranding to Cross Hotels & Resorts. While the rebrand signifies the transition into our global Flight Centre Travel Group business, underpinning it all is our story from becoming simply a ‘vision’, to becoming one of the top three fastest growing hotel management companies in Asia Pacific.”

“I’ve been privileged to support the team into spearheading our growth and performance, from consolidated hotel revenue increases of circa 80% to launching new brands in international markets. I’m thrilled to be part of the Cross Hotels & Resorts journey and cannot wait to undertake our new chapter in what is truly the hottest hotel hub in the world.” 

Cross Hotels and Resorts currently operates 25 hotels across three distinct brands - X2, X2 Vibe and Away - in Thailand, Vietnam and Indonesia.

Cross Hotels & Resorts has also benefited from strong managerial appointments over the past six months including experienced international hotelier Paul Wilson as Executive Vice President Commercial and highly regarded hotel executive Jens O. Reichert as Chief Development Officer.

ABOUT THE AUTHOR

Theodore Koumelis

Co-Founder & Managing Director

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.