Centara and NUO Form Global Expansion Partnership

Centara and NUO Sign Strategic Agreement for Brand Expansion

Centara Hotels & Resorts and NUO International Hotel Management Co., Ltd. have signed a Letter of Agreement to collaborate on brand development and international expansion. This partnership unites two hospitality companies that share the goal of providing a broader range of guest experiences by combining their expertise.

The signing ceremony took place at NUO Hotel Beijing. It was attended by senior representatives from both organisations, including Mr Thirayuth Chirathivat, Chief Executive Officer of Centara Hotels & Resorts, Mr Michael Henssler, Chief Operating Officer, and Mr Jack Xia, Managing Director – Centara China. From NUO International, attendees included Mr Tyrone Tang Ming, General Manager, Mr Andy Xu Jia, Deputy General Manager, and Ms Yuki Qu Jing, Vice President of Marketing.

This cooperation reflects a joint outlook on future growth in the hospitality sector and mutual recognition of each company’s values and management approach. Through coordinated strategy and shared authorisation, Centara and NUO International will explore development opportunities in China, Thailand, and selected Southeast Asian markets.

Two-Way Brand Licensing Model

The agreement introduces a two-way brand licensing structure based on resource sharing. NUO International plans to bring its “Jianguo” and “Brilliant” brands to Thailand and Southeast Asia. At the same time, Centara will introduce its “Centara” and “Centara Grand” brands, including Thai-style service elements, to mainland China. This exchange is designed to broaden the presence of both portfolios across regional markets.

Areas of Collaboration

To support implementation and long-term progress, both companies will work together in several areas, including:

• Brand Licensing and Marketing: Joint campaigns to strengthen visibility in key markets.
• Operations and Training: Regular communication and the exchange of practices related to service standards, hotel management, and staff development.

Looking ahead, Centara and NUO International intend to identify additional opportunities for cooperation based on shared objectives and continued market evaluation.

Moving Forward

The partnership supports efforts to encourage cultural exchange and expand access to diverse accommodation options across regions. By combining Chinese and Thai hospitality influences, the agreement aims to contribute to steady growth within the international hotel industry.