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Centra by Centara rebranded as Centara Life

Centrara Life

“Centara Hotels & Resorts rebrands Centra by Centara to Centara Life, introducing a vibrant new identity and enhanced guest experiences, focusing on flexibility, value, and seamless travel for a diverse audience.

Bangkok, Thailand – Centara Hotels & Resorts, Thailand’s leading hotel operator, has rebranded Centra by Centara as Centara Life, revealing a fresh and exciting new brand identity and a commitment to delivering flexible and seamless stays that are accessible to everyone.

Centara Life will retain its core concept of “Elevating the Essentials” to help guests travel and stay seamlessly. In addition to “exceptional essentials”, this includes offering “daily delights” to put a smile on the face of every traveller, promising “value for all” with first-class amenities at a preferential price point, and “fresh environments” with lively, social spaces that allow everybody to unwind and interact.

The rebranding process will involve the complete and vibrant refresh of the brand’s visual identity which will permeate the brand’s physical and digital presence. The new look will ooze vigour and life and features a bold teal and turquoise primary colour palette, accented with splashes of orange and amber to signify energy and joy, orchid and lavender for a sense of balance and relaxation, and mint and leaf green to represent peace and nature. A series of new signature guest experiences will be rolled out over the coming months to accompany the visual makeover, focusing on four core pillars – Life Essentials, Life Surprises, Life Flexibility, and Life Connectivity – which will include extra sleeping comforts, complimentary local delicacies, flexible breakfast hours, community immersion and much more. Stay tuned for further updates!

“The rebrand of Centra by Centara to Centara Life is a strategic move that serves not only to breathe new energy and life to our upper midscale brand offering, and better cater to its diverse audiences’ evolving needs, but also to better align this dynamic and core Centara brand with our wider family of Centara-named brands, with which many synergies and values are shared. This has been an extensive process, which even included inputs from our valued guests, as we sought to refresh the brand in a way that would ensure long-term appeal and relevance to both existing and future customers.” said Mr. Tom Thrussell, Vice President of Brand, Marketing & Digital, Centara Hotels & Resorts.

First launched in 2010, Centra by Centara has become a popular option for guests seeking comfortable and convenient stays. Following this rebranding which will take place iteratively over the next quarter, Centara will ramp up the expansion of Centara Life around the world, in line with its five-year goal of doubling its global portfolio and becoming a top 100 global hotel operator by 2027.