Centara Life elevates travel with flexible checkouts and late breakfasts

The Centara by Centara hotel brand has been reimagined as Centara Life, a rebranding exercise that is designed to offer greater brand clarity as well as improved convenience and flexibility for guests.

Centara Life introduces several innovative guest perks such being able to check in any time and enjoy a full 24-hour stay; flexible breakfasts served until 16.00; an always-open complimentary snack bar showcasing local snacks from each hotel’s locale; and a night-time noodle bar where travellers can enjoy late-night suppers.

According to Tom Thrussell, vice president – brand, marketing & digital of Centara Hotels & Resorts, the rebranding was driven by both functional and emotional needs and will “breathe new energy and life into the upper-midscale hotel sector” by focusing on what modern guests truly want – comfort, flexibility, and convenience at an attractive price.

The rebranding followed extensive market research and surveys of existing customers, with Thrussell saying that the new name and visual identity were influenced by the brand’s key customers.

“We learnt that the previous name, Centara by Centara, was not really very well understood by our customers,” Thrussell noted, adding that the decision to leverage the Centara name, while adding the term “Life” to differentiate it, has helped strengthen the brand’s identity and make it more relatable.

Furthermore, the brand caters to all types of travellers, from business to leisure, solo adventurers to families.

He added: “We also learnt that while customers and guests still crave security, comfort, quality of service, they need more than that now. Particularly in a post-Covid world, they crave flexibility, efficiency, and a break away from some of the traditional hotel rules. So, that’s what we’re looking to integrate into our service experiences.”

Operationally, offering these new perks across all rooms presents challenges, particularly during peak times. Thrussell acknowledged this, stating that in the interest of balancing guest expectations with operational feasibility, these offerings are available at a bookable rate, allowing guests willing to pay a premium to access full 24-hour stays and other benefits.

Centara Life hotels are already open in Bangkok, Krabi, Koh Samui, and other locations, with more destinations planned as part of Centara’s goal to double its global portfolio by 2027.

To celebrate the launch, the brand is offering a special promotion, allowing CentaraThe1 members to enjoy extra benefits, such as stay-three-pay-two deals and double points.