Centara Hotels & Resorts took a bold step at ITB Berlin 2025, shifting away from traditional exhibition booths to focus on high-level executive meetings and exclusive events. This strategic pivot highlighted the brand’s commitment to redefining B2B relationships and engaging with industry leaders in new and dynamic ways.
The renowned trade show has long been a key fixture for Centara, but this year, the company opted for a more intimate and focused approach. Leading the delegation were Chief Executive Officer, Mr. Thirayuth Chirathivat, and Chief Operating Officer, Mr. Michael Henssler, who presented the latest strategic developments and initiatives to an audience of travel industry peers and media partners.
Centara’s presence at Berlin ExpoCenter City was complemented by a series of exclusive events aimed at strengthening ties with business partners, dignitaries, former ambassadors, and media representatives. Themed “Centara Journeys,” the events showcased the brand’s signature blend of warm, Thai-inspired hospitality.
On the evening of March 4th, Centara hosted a spectacular brand showcase at the iconic Kaufhaus des Westens (KaDeWe), the prestigious luxury department store. Eighty distinguished guests enjoyed a glamorous evening featuring contemporary cuisine, creative cocktails, fine wine, and live jazz music. The venue holds special significance as part of Central Group, Centara’s parent company, which also owns other renowned luxury department stores like Selfridges in London and La Rinascente in Milan.
The following night, Centara invited a select group of 20 media representatives to Dae Mon, an acclaimed Asian restaurant. In an intimate setting, Mr. Thirayuth Chirathivat and Mrs. Supatra Chirathivat, Senior Executive Vice President of Corporate Affairs & Social Responsibility, personally thanked the media for their ongoing support and coverage.
ITB Berlin served as the perfect platform for Centara to unveil its latest developments, including the recent launch of The Atollia by Centara Hotels & Resorts. This innovative twin-resort destination features the Centara Mirage Lagoon Maldives and the soon-to-open Centara Grand Lagoon Maldives, offering four distinct resort experiences in the Maldives to cater to a wide array of guest preferences, from families to couples.
Delegates also learned about Centara’s ambitious expansion plans for 2025, including the introduction of nine new hotels and resorts, with Centara’s first properties in Indonesia and Nepal. The group also shared exciting transformation projects, such as the extensive upgrades at Centara Grand Beach Resort & Villas Hua Hin, which will enhance accommodations while maintaining its historic charm. Additionally, Centara Grand Beach Resort & Villas Krabi will be fully refurbished and repositioned as the second Centara Reserve.
With a portfolio of 90 hotels and resorts, both operational and in development, spanning locations in Thailand, Japan, Vietnam, Laos, the Middle East, and the Maldives, Centara is poised to become one of the world’s top 100 hotel operators by 2027.
As the company continues to expand its global presence, Centara is more committed than ever to being “The Place to Be” for travelers around the world.
