Cross Hotels & Resorts, a leading hospitality company based in South East Asia, has announced a major expansion plan, aiming to increase its portfolio from 28 to 100 hotels by 2028.

 

The group gave details of its plan during its participation at World Travel Market 2023, from November 6 to 8 at ExCeL, London, UK.

 

Cross boasts a diverse portfolio of remarkable hotels spread across four countries, namely Thailand,

Indonesia, Vietnam and Japan. Each of these properties falls under one of their six distinct and unique brands: Cross, Cross Vibe, Away, Lumen, Kaura, and Cross Collection.

 

From beyond the ordinary city hotels to luxurious villa resorts, each property within the Cross portfolio offers a distinctive and exceptional guest experience. The company has been on an extraordinary journey of global expansion since its acquisition by the Flight Centre Travel Group in 2017, establishing itself as one of the fastest-growing players in the hospitality industry.

 

Cross Hotels & Resorts' vision is to become the premier hotel management operator in the Asia-Pacific region, offering innovative alternatives to global chains. This strategy gains further strength through the recent introduction of three new brands – Lumen, Kaura, and Cross Collection. These brands offer both investors and guests distinctive choices, characterised by innovation and complementarity.

 

Global footprint and strategic expansion

With a strong current presence in Thailand, Indonesia, Vietnam, and Japan, Cross is now strategically exploring opportunities in Cambodia, Malaysia, and Singapore, with future aspirations to bridge Oceania and Asia by entering the Australian market.

 

To accelerate this growth, the company has introduced a conversion brand and white label solution, solidifying its position as a dominant force in the Asia Pacific hospitality industry.

 

"We are embarking on an exhilarating journey to redefine the future of hospitality. Our relentless commitment to innovation and our ambitious expansion plans signal our unwavering dedication to providing exceptional experiences to our guests and unparalleled opportunities for our partners," said Harry Thaliwal, CEO of Cross Hotels & Resorts.

 

Bali development and exclusive partnership

Cross Hotels & Resorts is making waves in Bali with four existing properties and five more in various stages of development, solidifying its presence on the captivating Indonesian island. The most recent addition to this flourishing portfolio is the signing of a notable Hotel Management agreement with PT Grha Swahita (BIP Group). Effective from January 1, 2024, this partnership will see Cross Paasha Bali Seminyak becoming a part of an exclusive portfolio. Cross Paasha Bali Seminyak is a modern property with 99 exquisitely designed keys, offering an ambiance of serenity and relaxation. 

 

It features a variety of 55-sq-m suites spanning three floors, with an additional 10 suites offering stunning views on the upper floors. The expansive 110-square-meter Penthouse Suite boasts panoramic ocean views, making it perfect for families and small groups.

 

Harry Thaliwal, CEO of Cross Hotels & Resorts, expressed his enthusiasm for Bali's development opportunities, emphasising the island's natural beauty and potential. The company is committed to growth and excellence in Bali, and this partnership marks a significant step forward in realising that vision.

 

Launch of New Brand & Retreat - Kaura

In a significant development, a new brand, Kaura, and its flagship property, Kaura Bali, have been unveiled. This launch underscores the group's commitment to sustainable tourism. Anticipated to welcome guests in 2024, Kaura Bali is gracefully nestled in the lush, biodiverse hills of Karangasem, East Bali, the result of a direct partnership with the villagers of Manggis.

 

It initially focused on the repair of a critical irrigation system vital to the local community's rice farming, and now offers visitors an immersive village experience with activities such as tending organic farms and rice paddies, participating in cookery classes, and indulging in holistic wellness experiences.

 

Unveiling Lumen 

In line with its commitment to providing innovative and unique accommodation, Cross Hotels & Resorts has expanded its portfolio with the introduction of the new Lumen brand and its inaugural property, Lumen Bangkok Udomsuk Station.

 

Scheduled to open its doors in January 2024, Lumen Bangkok Udomsuk Station features 102 creatively designed guest rooms and a striking rooftop infinity pool. Conveniently located near Suvarnabhumi International Airport and BITEC Bangna, Lumen Bangkok Udomsuk Station offers seamless access to Bangkok's major attractions and includes complimentary shuttle buses for guests to explore the vibrant city.

 

These developments reflect Cross Hotels & Resorts' dedication to offering unique and unforgettable guest experiences in sought-after destinations, as they continue to redefine hospitality across the globe.

 

At World Travel Market 2023, Cross Hotels & Resorts sought strategic partnerships and sales opportunities. The company aims to strengthen its position with the travel trade in the UK and beyond.  - TradeArabia News Service