With 28 hotels across Thailand, Indonesia, Vietnam and Japan, ambition is on the cards for Cross, with a five-year vision to rise to a 100-strong portfolio by 2028.
Setting sights on becoming the Asia-Pacific's premier hotel management operator, the company's ambitious strategy earned a recent boost with three new brands: Lumen, Kaura, and Cross Collection, offering distinctive choices of accommodation across the region.
Harry Thaliwal, the chain's CEO, said: "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."
Developments on the horizon include five more properties in various stages of development in Bali. Cross Paasha Bali Seminyak is the nearest to completion, with a management agreement taking effect from January 1st, 2024. The 99-key property blends modernity and charm, with a choice of expansive suites catering for families and small groups.
The new Kaura brand will be underway with the opening of Kaura Bali in 2024, nestled in the hills of Karangasem. The property is the prize of a partnership with the local villagers of Manggis, which saw a critical irrigation system (vital to the local rice farming industry) repaired. Visitors can now experience an immersive village with activities including tending organic farms, cookery classes and wellness experiences.
Lumen kicks off in January 2024 as Lumen Bangkok Udomsuk Station opens its doors, welcoming guests to 102 creatively-designed rooms, a rooftop infinity pool and proximity to the Suvarnabhumi International Airport and the Udomsuk Station for seamless access to Bangkok's major attractions.
WTM 2023 will see the brand seek further strategic partnerships and sales opportunities, strengthening its relationship with the UK trade.
