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Vision and Mission

Hotel Business

  • To be the leading global hospitality group of Thai origin.
  • 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 hotel business has established a business growth strategy to allow Centara Hotels and Resorts to take on a prominent role in the region under the business framework as follows - expanding the current investment portfolio to double, pioneering and seeking new business opportunities and building important infrastructure.


Food Business

  • Being a leading QSR operator in Thailand with presence in regional markets.
  • Providing branded quality products and services exceeding customer expectations.
Business Operation Goal

The food business has established a business growth strategy in moving forward to become the King of Restaurants with a strategy to expand branches in the country and overseas, as well as develop a central kitchen system to support growth, control costs and quality of food.

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.