By Pitchaporn Kaewbootde
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November 28, 2024
Cross Hotels & Resorts , a leading hospitality company based in Southeast Asia, is excited to announce its participation at the prestigious World Travel Market (WTM) 2024, taking place from 5 th to 7 th November at ExCeL, London, UK. With a remarkable portfolio of 28 outstanding hotels across Thailand, Indonesia, Vietnam, and Japan, Cross Hotels & Resorts features six distinct brands: Cross, Cross Vibe, Away, Lumen, Kaura, and Cross Collection. Recognised as the preferred hotel management operator in the APAC region for those seeking innovative alternatives to global chains, Cross Hotels & Resorts is rapidly expanding its presence in the hospitality industry . With ambitious plans to grow its portfolio from 28 to 100 hotels by 2030, the brand is poised to solidify its leadership position. Focusing on growth, technology integration, and a guest-centric approach, it aims to redefine the hospitality landscape in the years to come. From vibrant city hotels to tranquil luxury villa resorts, Cross Hotels & Resorts takes pride in curating unique experiences designed for discerning travellers across various segments, from leisure seekers to luxury enthusiasts. At WTM, Cross Hotels & Resorts is thrilled to announce a series of exciting developments, showcasing new openings across Southeast Asia, enhancements to existing properties, and updates on sustainability initiatives. These advancements highlight the brand’s commitment to delivering unique and personalised guest experiences in sought-after destinations, while ensuring sustainability remains at the forefront of its operations through eco-friendly practices and a dedication to responsible tourism. Cross Hotels & Resorts is addressing the growing concern of overtourism by shifting focus toward offering unique experiences in less-explored, under-the-radar neighbourhoods in popular destinations, reducing the impact on crowded tourist hubs while benefiting local communities. The company is committed to creating sustainable tourism models that distribute the benefits of travel more evenly. “We’re focused on developing properties in lesser-known areas that offer travellers a more authentic, immersive experience while alleviating the pressures on traditional tourist hotspots," explains Harry Thaliwal, CEO of Cross Hotels & Resorts. "For example, instead of simply staying in central Bangkok, we are promoting areas like Udomsuk and Srinakarin, vibrant neighbourhoods brimming with local culture, hidden gems, and excellent transport links, providing the perfect balance between city excitement and suburban tranquillity." By guiding tourists to these neighbourhoods, Cross Hotels & Resorts is working to reduce congestion and minimise environmental impact while fostering meaningful connections between visitors and local communities. This strategy not only mitigates waste and overcrowding but also supports local businesses and cultural initiatives, leading to long-lasting benefits for the area. By encouraging guests to venture beyond the typical tourist hotspots, Cross Hotels & Resorts enhances the travel experience for those seeking fresh perspectives after frequent visits to familiar destinations. This approach resonates particularly well with Gen Z travellers, who increasingly seek authentic adventures and meaningful interactions. Rather than sticking to crowded, well-trodden paths, this generation is drawn to destinations that offer opportunities to engage with local cultures, discover hidden gems, and enjoy personalised, sustainable travel experiences. By catering to these preferences, Cross Hotels & Resorts positions itself as a leader in the evolving hospitality landscape, prioritising both guest satisfaction and community well-being. Thaliwal concludes, "Our aim is to cater to these changing preferences by creating destinations that are not just accommodations but gateways to deeper cultural experiences, helping to redefine the future of travel while maintaining harmony with local ecosystems.”