NUO International and Centara Hotels Partner to Drive Expansion in China, Thailand, and Southeast Asia

Published on November 24, 2025

Centara Hotels \& Resorts, the largest hotel operator in Thailand, in conjunction with NUO International Hotel Management Co. Ltd, is set to drive global expansion within China, Thailand, and Southeast Asia. Both hospitality powerhouses are now positioned to execute a first-of-its-kind dual-direction brand-licensing arrangement, enabling each company to cross borders and offer unparalleled experiences to international travellers.

Ceremony signing – where attendees included senior staff from both companies – was held at NUO Hotel Beijing. In attendance were Mr. Thirayuth Chirathivat (CEO, Centara Hotels \& Resorts), Mr. Michael Henssler (Chief Operating Officer), and other executives. The partnership is the first marriage between the Chinese service model and the Thai hospitality model, fostering a powerful synergy between the two companies.

This historic concord will allow both companies to reshape the hospitality paradigm within their respective brands in the burgeoning China and Southeast Asia markets. The partnership is especially positioned to deliver to the global traveller a rich and varied travel experience, seamlessly integrating hospitality, accommodation, and the best Thai service mindset with NUO International’s powerful legacy in Chinese hospitality.

Introducing the Two-Way Brand Licensing Model

A key feature of the partnership is the two-way brand licensing model, which will allow both companies to bring their strengths to each other’s core markets. Under this model:

• NUO International will introduce its heritage-rich brands, such as “Jianguo” and “Brilliant,” to the Southeast Asian and Thai markets, enriching the region’s hospitality offerings with a unique Chinese influence.
• Centara Hotels & Resorts will expand its signature brands, including Centara and Centara Grand, into mainland China, bringing Thai-style service and its well-regarded hospitality standards to Chinese travelers.

This two-way brand exchange will infuse cultural diversity into both companies’ portfolios, creating a dynamic platform for growth and integrating both Chinese and Thai traditions of hospitality. The cooperation will allow both brands to benefit from shared resources, such as marketing expertise, operational efficiencies, and cross-cultural training, positioning them as leaders in the Asian hospitality sector.

Collaboration for Sustainable Success

The partnership between Centara and NUO International is not only about expanding brand footprints but also about ensuring long-term success through comprehensive collaboration. Both companies have outlined a series of initiatives to maximize the benefits of this strategic alliance:

• Joint Marketing & Brand Building: The two companies will collaborate on joint marketing campaigns to enhance brand visibility and influence across their target markets. This will include coordinated promotions and events designed to raise awareness of both brands in new regions.
• Operational Excellence & Talent Development: A strong focus will be placed on improving operational standards through shared best practices in hotel operations, service quality, and staff training. By creating regular communication mechanisms, the partners aim to ensure that both brands maintain high levels of customer satisfaction across their properties.
• Knowledge Exchange: The partnership will also facilitate knowledge exchange between Centara and NUO International. This will involve sharing expertise on hotel management, hospitality trends, and guest service techniques, ensuring both companies continue to innovate and meet the evolving needs of global travelers.

A Global Vision for Cultural Exchange in Hospitality

This strategic partnership represents NUO International’s mission to showcase Chinese hospitality on the global stage while embracing Thai hospitality to further enrich the travel experience. By blending the warmth and charm of Thai service with the excellence and traditions of Chinese hospitality, Centara and NUO are poised to redefine hospitality standards across Asia and beyond.

For travelers, this partnership brings a unique opportunity to experience both Chinese and Thai cultures in one seamless hotel experience. Whether staying at a Centara hotel in China or a NUO property in Thailand, guests will enjoy the best of both worlds, combining luxury accommodations with a deep respect for cultural traditions.

Strategic Expansion in Key Markets

Both China and Southeast Asia are rapidly growing travel destinations, making them ideal locations for hospitality expansion. China remains one of the largest outbound travel markets, with growing demand for premium and international hotel options, while Southeast Asia continues to be a popular hub for regional and international travelers seeking cultural and natural attractions.

In addition to the core markets of China and Thailand, Centara and NUO will look to expand their presence in other Southeast Asian countries, tapping into new and emerging destinations. The alliance supports Hilton’s overall commitment to expanding its portfolio in the region, with over 290 hotels in operation across the Caribbean and Latin America and more than 140 projects under development.

The Future of the Alliance

As Centara and NUO International continue to collaborate on new hotel openings and brand development across China and Southeast Asia, they are also exploring additional markets in the Asia Pacific region and beyond. The success of this partnership will set a new benchmark for cross-border hospitality innovation, creating lasting value for both brands and their guests.

For travelers, this partnership represents an exciting new chapter in the hospitality industry, where Thai hospitality and Chinese service excellence come together to offer unparalleled experiences in some of the world’s most exciting travel destinations.