The Southeast Asian hospitality industry is set to take significant strides, with exciting developments planned by leading hotel management operators. Among the pioneers is Cross Hotels & Resorts, which recently showcased its ambitious expansion agenda during the World Travel Market (WTM) 2024 held from November 5 to 7 at ExCeL London.
Cross Hotels & Resorts, renowned for its diverse portfolio of 28 hotels across Thailand, Indonesia, Vietnam, and Japan, has announced plans to increase its holdings to 100 properties by the year 2030. The company's growth strategy involves focusing on innovative guest experiences, leveraging technology, and promoting sustainability. This not only marks their expansion but positions them as trailblazers within the region.
At WTM, Cross Hotels unveiled several initiatives aimed at redefining the hospitality experience. CEO Harry Thaliwal expressed the brand's commitment to addressing the growing challenge of overtourism by shifting focus from popular tourist hotspots to hidden gems within vibrant communities. “We’re focused on developing properties in lesser-known areas, allowing travelers to explore authentic experiences,” he remarked. This approach not only benefits the local economies but also allows guests to enjoy unique cultural encounters.
For travelers seeking tranquility away from crowded zones, Cross Hotels has curated options like the Lumen Bangkok Udomsuk Station and Cross Paasha Bali Seminyak, both of which opened recently. The Lumen brand emphasizes innovation and personalization, providing guests with contemporary amenities and services. For example, the Cross Paasha Bali Seminyak features ocean views, gourmet dining options, and luxurious suites—an ideal setting for leisurely vacations.
Future openings include Lumen Bangkok Srinakarin, which will cater to both business and leisure travelers by offering suites fitted with kitchens for long stays. Upcoming properties like Cross Vibe Bangkok Srinakarin promise energetic environments with amenities suited for both relaxation and enjoyment.
Cross Hotels is also enhancing existing locations, particularly Away Chiang Mai Thapae, which recently expanded to include additional suites, spa facilities, and the branding of a vegan retreat. Recognizing the increasing preference for wellness and healthy living, this initiative addresses guests’ interests, creating well-rounded hospitality offerings.
For businesses, Cross Hotels is actively enhancing its MICE (Meetings, Incentives, Conferences, and Exhibitions) facilities, establishing venues to accommodate corporate events and gatherings. They aim to secure their positioning as key contributors to this segment of the hospitality industry.
Undoubtedly, sustainability remains at the core of Cross Hotels’ operations. The company has received various eco-certifications, highlighting their commitment to environmentally responsible practices. With awards like Gold Class Certification for Away Chiang Mai Thapae, visitors can rest assured knowing their stays are environmentally friendly.
Cross Hotels & Resorts is not just responding to current market demands; they are anticipating the preferences of the next generation of travelers, particularly Gen Z who value authenticity and immersive experiences. “Our aim is to create destinations as gateways to rich cultural experiences,” Thaliwal added, ensuring guests not only enjoy luxury accommodations but also contribute positively to the ecosystems around them.
Overall, the hospitality industry across Southeast Asia is poised for transformation. With forward-thinking strategies focused on sustainable tourism and local community engagement, Cross Hotels & Resorts and similar players are gearing up for what looks to be a revitalized sector committed to enhancing the quality of travel experiences.
