TH

Hotel Business

Vision

To be the leading global hospitality group of Thai origin.

Mission
To provide locally-relevant, Thai-inspired experiences in each of our global destinations, delighting guests through a blend of innovation, authentic family values and the unique passion of Centara’s people, whilst maintaining a commitment to sustainability.
Business Operation Goal
The company revised its strategy for Centara hotels and resorts to become one of the world’s top 100 hotel groups by 2027 with a five-year (2022-2026) strategic plan to
  1. Generate total revenue of 16 billion baht by 2026
  2. Invest in new projects overseas in Japan and Maldives and create retreat-style resorts that focus on health and wellness
  3. Add value to Centara hotels & resorts brands through development
  4. Increase collaboration with other companies under the central group to improve the hotel business and create new brands
  5. Expand the hotel management business
  6. Adopt new technologies in services
  7. Launch effective sales and marketing campaigns, attract new customers, and maintain the existing customer base through the Centarathe1 rewards programme
  8. Develop personnel to enhance their knowledge and competencies for change under The Place To Work concept
  9. Increase the share of renewable energy and improve energy efficiency to reduce greenhouse gas emissions.

Food Business

Vision

To be the #1 restaurant business in Thailand in the hearts of our consumers, leading with innovations and delivering value-for-money for all occasions

Mission
To deliver delicious and affordable meals to all our customers and always providing our service warmly from our hearts. We strive to create product innovations and store experiences that respond to our customer’s ever-evolving lifestyles in order to provide a truly memorable dining experience. All this in support of, and serving as CRG’s long-term commitment to the community around us and our unwavering commitment to sustainable growth.
Business Operation Goal

The company remained focused on becoming a leader in the food business that delivers delicious and value for money meals served to all customers from the hearts of CRG staff and on creating innovations that respond to consumer lifestyle to bring positive experience to customers and drive sustainable business growth.

In 2022, CRG focused on seeking recovery opportunities, developing new products, adding menus, beverages or set menus, or developing ready-to-eat food and beverages, offering Grab & Go products to meet changing customer behaviours, developing new store models, accelerating branch openings of potential brands such as KFC that has expanded its branches and 24-hour stores to increase service opportunities, introducing new restaurant models such as Mister Donut and Arigato shop-in-shops, stand-along Som Tam Nua stores, small Katsuya stores, Pepper Lunch branches in other provinces, and introducing new sales promotions such as gift vouchers through applications, developing online delivery platform, and increasing operational efficiency.

Over the year, CRG added new brands, Shinkanzen Sushi and Ramen Kagetsu Arashi in its portfolio to respond to various customer needs. Many brands have continuously developed new virtual brands.

The company plans to expand branches of its brands across Thailand to expand customer base and provide more options for customers in Bangkok Metropolitan Region and other provinces, focusing on maintaining a high product quality standard and constantly developing new products. The company plans to expand to new sales channels to expand its customer base and serve customers in all occasions.

Corporate Value - "I C.A.R.E."

As one of the companies of the Central Group, we adhere to the principles of organisational culture creation, expressing how the business operates in harmony with employees, customers, business partners and communities under the I-CARE concept that is integrated with business practices as follows.

I

Innovation

creating and implementing new ideas - because we care about us. This covers all occasions and challenges for more efficiency in work.

C

Customer

caring for the customers - because we pay attention, we therefore strive to develop services to standards of excellence by focusing on and paying careful attention to customers.

A

Alliance

advances both business groups - because we pay attention, we therefore respect the values and our differences to be able to work together as a team to advance the entire business group.

R

Relationship

reliability - because we care for fellow employees, partners and society for sustainable development.

E

Ethic

aiming to maintain ethics - because we care. We aim to apply ethics in business.