Cross Hotels & Resorts Announces Participation at World Travel Market 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 5th to 7th 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.” 

Expanding the Cross Experience Across Asia: 

Recent Openings:

*First* Lumen Property: Lumen Bangkok Udomsuk Station (Opened March 2024): In line with its commitment to providing innovative accommodation, Cross Hotels & Resorts has expanded its portfolio with the introduction of the new Lumen brand and its inaugural property, Lumen Bangkok Udomsuk Station. The tagline “A Brighter Way to Stay” embodies the brand’s focus on delivering uplifting and memorable guest experiences through thoughtful design, personalised service, and a welcoming atmosphere. Lumen Bangkok Udomsuk Station features 102 creatively designed guest rooms and a striking rooftop infinity pool. With convenient access points to Suvarnabhumi International Airport and close to BITEC Bangna, the hotel serves as an ideal base for exploring Bangkok’s famous retail landscape and offers seamless access to the city’s major attractions. The hotel integrates with its vibrant Udomsuk neighborhood, offering guests curated guides to explore local gems. From discovering hidden eateries to enjoying authentic treats like Mango Sticky Rice Ice Cream, the hotel ensures visitors experience the rich flavours and culture of the area, creating a true connection with the local community.

Cross Paasha Bali Seminyak (Opened January 2024): Offering a sophisticated blend of modern luxury and Balinese charm, creating a tranquil retreat in the heart of Seminyak, a trendy beach town along the west coast of Bali. This vibrant destination is celebrated for its stunning natural beauty, breathtaking sunsets, thrilling surf spots, lively nightlife, chic beach clubs, gourmet dining options, and diverse shopping experiences.

The 99-key property features spacious suites ranging from 55 to 110 sqm, offering breathtaking ocean views and an exclusive penthouse suite ideal for families and groups. The hotel’s elegant design, combined with top-tier amenities including rooftop pool, fine dining options, spa services, and a dedicated concierge, sets the stage for a memorable stay. Cross Paasha’s central location provides easy access to Seminyak Beach and popular hotspots like Petitenget Beach, while also being just minutes away from the bustling Legian area and Ngurah Rai International Airport. Guests can immerse themselves in the vibrant local culture, exploring the area’s boutique shops, world-class restaurants, and eclectic nightlife, all within walking distance.

A standout feature of Cross Paasha Bali Seminyak is KUUKI, the property’s signature rooftop dining venue. With stunning panoramic views, KUUKI offers an unforgettable dining experience that blends Asian culinary techniques with modern flair.

Cross Vibe Paasha Atelier Bali Kuta (Opened March 2024): A vibrant, youthful 175-key hotel located near Kuta Beach and Bali’s Ngurah Rai International Airport. Offering contemporary accommodation with modern amenities, a tropical pool, all-day dining, and an onsite spa. The “Stay Chill, Enjoy” tagline perfectly reflects the vibrant and energetic experience tailored for adventurous, fun-seeking travellers. It encapsulates a laid-back yet dynamic atmosphere, offering the ideal balance of excitement and relaxation for those looking for an exciting blend of comfort and thrill in their stay.

Upcoming Openings: 

Lumen Bangkok Srinakarin (Opening Q4 2024): Positioned in Bangkok’s vibrant eastern suburbs, Lumen Srinakarin is set to cater to a wide range of guests, offering spacious suites between 78 and 112 sqm, perfect for leisure, business, and long-stay travellers. With its fully equipped kitchens – an essential feature for extended stays – the property provides all the comforts of home. Additionally, its convenient location near Suan Luang Rama IX Park and Seacon Square ensures guests can enjoy the best of both worlds: serene green spaces for relaxation and lively shopping and entertainment just moments away, delivering an ideal blend of urban energy and suburban tranquillity.

Cross Vibe Bangkok Srinakarin (Opening Q1 2025): This modern 221-room hotel caters to the needs of today’s savvy travellers, offering stylish amenities including an outdoor pool, a health club, and a spa for ultimate relaxation. With eight innovative meeting spaces, it’s ideal for both business and leisure stays. Ideally located for city exploration, the hotel offers seamless access to Bangkok’s vibrant cultural landmarks, bustling shopping districts, and dynamic nightlife, making it the perfect hub for discovering the best of the city.

Away Bangkok Sukhumvit (Opening Q1 2025): A tranquil haven in the heart of Bangkok’s vibrant Sukhumvit district, this 78-room urban retreat offers guests a perfect escape from the everyday hustle with its blend of relaxation and activity. Conveniently located near Emsphere, Bangkok’s newest landmark, this cutting-edge shopping and lifestyle destination spans over 200,000 square meters and is redefining how visitors experience retail, dining, and entertainment. Just a short walk from Phrom Phong BTS Station, the retreat provides easy access to top attractions while allowing guests to unwind in a serene setting after exploring the city’s most dynamic areas.

Strengthening of the Existing Portfolio:

Away Chiang Mai Thapae: Recently enhanced its offerings with the addition of a luxurious new wing featuring 30 suites, a serene spa, and a refreshing pool. Positioned as a premium “Vegan Retreat,” it blends colonial charm with the rich heritage of Lanna culture, creating a unique, immersive wellness experience. Perfect for guests seeking both indulgence and mindful living, the property is a harmonious fusion of elegance and holistic health.

Cross Chiang Mai Riverside: Expanded meeting facilities with a state-of-the-art conference centre that can accommodate up to 100 guests, making it an ideal venue for events, weddings, and creative gatherings. Set along the serene banks of the Ping River, the property offers a picturesque backdrop of lush greenery and tranquil waters, adding a natural elegance to any event. The riverside setting not only provides stunning views but also creates a peaceful and inspiring atmosphere, perfect for both intimate celebrations and large-scale functions.

Meeting Facilities: In addition to the focus on leisure travel, Cross Hotels & Resorts is capitalising on the growing demand for MICE events by enhancing its meeting facilities in dynamic destinations. This includes the newly launched conference centre at Cross Chiang Mai Riverside and upcoming meeting spaces at Lumen Bangkok Srinakarin and Cross Vibe Bangkok Srinakarin. These venues showcase the brand’s commitment to meeting the rising demand for unique, inspiring locations for business events, positioning Cross Hotels & Resorts as a key player in the evolving MICE landscape.

Sustainability Initiatives:

Sustainability Commitment and Certifications: As part of its ongoing dedication to sustainable tourism, Cross Hotels & Resorts proudly holds various hotel certifications, reflecting its eco-friendly initiatives across properties.

Green Hotel Certifications:  

• Gold Class Certification: Awarded to Away Chiang Mai Thapae, recognising its leadership in sustainability practices.
• Silver Class Certification: Cross Chiang Mai Riverside and Cross Vibe Bangkok Sukhumvit have been recognised for their significant eco-efforts.
• CF Hotels Certification: Multiple properties, including Away Chiang Mai Thapae, Away Bangkok Riverside Kene, Cross Chiang Mai Riverside, and Cross Vibe Chiang Mai Decem, are acknowledged for their commitment to sustainable hospitality.
• STAR (Sustainable Tourism Acceleration Rating): Properties such as Away Chiang Mai Thapae, Cross Chiang Mai Riverside, and Cross Vibe Chiang Mai Decem have earned this prestigious rating for their accelerated progress in sustainability.

Join Cross Hotels & Resorts at WTM 2024

Cross Hotels & Resorts invites attendees at World Travel Market 2024 to visit their stand (Stand N10-210 – Tourism Authority of Thailand stand – Table 40) to meet the team, explore the company’s diverse portfolio, and learn more about its future expansion plans.