This article was originally published in the Brand Finance Thailand 50 2026.
Centara is strengthening its position as Thailand’s strongest hotel brand, building on its heritage of authentic Thai hospitality while expanding its presence as a leading international hotel operator. In a hospitality landscape where differentiation increasingly depends on meaningful experiences, brand consistency, and emotional connections with guests, Centara continues to evolve its portfolio while staying true to its core values. Michael Henssler, Chief Operating Officer of Centara Hotels & Resorts, shares how the group is driving long-term brand growth through disciplined expansion, a diverse portfolio of brands, investment in guest experiences, and a people-first approach rooted in the warmth and care of Thai hospitality.
Interview with Michael Henssler, Chief Operating Officer
Chief Operating Officer of Centara Hotels & Resorts
As Thailand’s strongest hotel brand and the fifth strongest Thai brand overall, Centara Hotels & Resorts continues to set the benchmark for the country’s hospitality sector. Tell us about the key drivers behind this achievement.
We are incredibly proud to be recognised as Thailand's strongest hotel brand. This achievement reflects years of consistently delivering on our promise to guests, owners, partners and our people. Brand strength is not built overnight. It is earned through trust, and trust is built one guest experience at a time.
At the heart of Centara's success is our commitment to authentic Thai hospitality. For us, this goes beyond service standards. It is about creating genuine connections with our guests through warmth, attentiveness, and a sense of care that comes naturally from our Thai heritage. Whether guests stay with us in Bangkok, Osaka, the Maldives, or any of our other destinations, we want them to feel that same spirit of hospitality that has always defined the Centara experience.
Another important factor is having a clear and well-defined brand portfolio. Over the years, we have developed a family of brands that serve different traveller needs and occasions, from luxury experiences at Centara Reserve, Centara Grand, The Centara Collection to lifestyle-focused stays with Centara, Centara Life and COSI. While each brand has its own identity, they are all united by the same values and service philosophy.
This allows us to grow across different market segments while maintaining consistency and strengthening overall brand equity. We have also invested significantly in enhancing our hotels and resorts to ensure they remain relevant to today's travellers as guest expectations continue to evolve, particularly around wellness, meaningful experiences, sustainability, and family travel. Our approach has not simply been to renovate properties, but to thoughtfully reimagine experiences that reflect these changing preferences while staying true to who we are as a brand.
Thailand remains the foundation of our business. Our leadership in our home market has given us deep hospitality expertise, strong operational capabilities and enduring relationships with guests and partners. As we expand internationally, that foundation allows us to confidently share Thai hospitality with a wider global audience.
We have also strengthened guest engagement through our digital platforms and the CentaraThe1 loyalty programme, helping us better understand guest preferences, personalise experiences and build lasting relationships. Technology plays an important supporting role, but it complements rather than replaces the human element of hospitality.
Most importantly, our people remain the driving force behind our brand. Hotels are ultimately a people business. The guest experience is shaped every day by team members who bring our values to life through their passion, professionalism, and commitment to service. We continue to invest heavily in training, leadership development, and culture because we know that a strong brand can only be sustained by engaged and empowered teams.
Ultimately, brand strength is the result of consistently aligning our purpose, people, products and guest experience. While we are honoured by this recognition, our focus remains on earning our guests' trust every day.
Centara has grown from a domestic hospitality brand into one of Thailand's leading international hotel operators. What are the top three strategies used by Centara to build a strong and enduring hospitality brand?
Three factors have been central to building a strong and enduring brand: clarity of identity, disciplined growth and consistently delivering memorable guest experiences.
The first is having a clear understanding of who you are as a brand. At Centara, we have always been proud of our roots as a Thai hospitality company, and that identity has guided our decisions as we have grown. While guest expectations and market dynamics continue to evolve, the essence of our brand remains the same: warm Thai hospitality, genuine care, and experiences that bring people together. Having that clarity allows us to make decisions with confidence and maintain consistency across our portfolio, regardless of location or market segment.
The second is disciplined growth. Growth alone does not build a strong brand. Every new hotel, partnership and market entry reflects Centara, so we focus on opportunities that create long-term value for guests, owners and communities while maintaining the standards people expect from our brand.
The third is creating experiences that guests genuinely remember. Hospitality is ultimately about people and emotions. Long after guests have forgotten the details of a room or a building, they remember how they felt during their stay. Whether it is a memorable family holiday, a wellness retreat, a celebration, or simply a moment of exceptional service, those experiences create lasting connections with a brand.
This is particularly important in areas where Centara has established strong differentiation, including family and multi-generational travel, wellness and authentic local experiences. Travellers increasingly look for experiences that feel personal and meaningful, and our role is to deliver those moments in a natural and genuine way.
Supporting all of this is a commitment to operational excellence. We continue to invest in training, service standards, leadership development and guest feedback, while using technology to better understand guest preferences and personalise the experience. This allows our teams to focus on what matters most, building genuine human connections.
Another key part of building a strong brand is partnership. Hospitality is a collaborative industry, and we work closely with owners, developers, business partners, and local communities to create long-term success. Strong relationships and shared values are often just as important as financial considerations when evaluating opportunities.
Ultimately, enduring brands are built through consistency and trust. Trends will come and go, but brands that remain true to their purpose while adapting to changing customer needs are the ones that stand the test of time.
Centara has accelerated its expansion in recent years through new openings and renovations across Thailand, ME, Asia, and the Maldives. Could you tell us about your efforts at retaining the brand’s Thai roots during this expansion?
As Centara continues to expand internationally, preserving our Thai identity remains one of our greatest strengths. Our approach is not to replicate Thailand in every destination, but to share the spirit of Thai hospitality in a way that feels authentic and relevant to each local market.
At the heart of this is our service culture. Thai hospitality is recognised around the world for its warmth and genuine care, and those qualities are delivered consistently across all our properties. No matter where our guests stay, we want them to experience the same sense of welcome and connection that defines the Centara brand.
We also express our heritage through elements such as cuisine, storytelling, and guest experiences. At the same time, we recognise that guests want authentic connections to the destinations they visit. That is why we empower our local teams to adapt experiences to reflect local culture and preferences while remaining true to our brand values.
Being part of Central Group further reinforces these foundations. As a Thai-founded business group with deep roots in the country, we share a commitment to long-term relationships, customer focus and creating value for communities. Those principles continue to shape the way we grow internationally.
Ultimately, preserving our Thai roots is about staying true to the values that define us while remaining relevant in different markets. By balancing authenticity with local adaptation, we can continue to grow globally while remaining unmistakably Centara.
