Centara Life to offer flexible hotel stays
International news
Centara Hotels & Resorts (CHR) is upbeat on the "upper midscale" segment trend as it launches a rebranded Centara Life, with plans to expand in Southeast Asia, Japan and the Middle East.
Tom Thrussell, vice-president of brand, marketing and digital at CHR, said there was growth and increasing opportunity in the upper midscale segment globally.
"Guests need more flexibility and freedom in their travel now, particularly after Covid-19," said Mr Thrussell.
This means hotels are shifting away from traditional services to allow more flexibility, such as flexible check-in.
He said Centara Life, one of six brands under CHR, has been rebranded from "Centra by Centara". The brand offers anytime check-in, while providing breakfast meals until 4pm and night-time noodles.