Centara Hotels & Resorts has unveiled its newly rebranded upper-midscale hotel line, Centara Life, formerly known as Centara by Centara. This rebranding aims to enhance brand clarity while introducing a suite of guest-friendly perks designed to improve convenience and flexibility for travelers.
Centara Life now offers several innovative services aimed at improving the guest experience. Among the new features is the ability for guests to check in at any time and enjoy a full 24-hour stay, regardless of when they arrive. Additionally, travelers can take advantage of flexible breakfast hours, with breakfast served until 4:00 p.m., a notable extension compared to traditional offerings. The hotel chain also provides a complimentary snack bar available around the clock, showcasing local treats unique to each hotel’s region. For late-night cravings, Centara Life now features a night-time noodle bar, catering to guests looking for a quick supper after hours.
Speaking about the rebranding, Tom Thrussell, vice president of brand, marketing, and digital at Centara Hotels & Resorts, emphasized that the shift was driven by both functional and emotional factors. Thrussell explained that the reimagined Centara Life will “breathe new energy and life into the upper-midscale hotel sector,” focusing on delivering what modern travelers value most: comfort, flexibility, and convenience—all at an affordable price point.
The rebranding of Centara Life follows in-depth market research and customer surveys, ensuring the new name and offerings align with the needs and preferences of the brand’s key demographic.
Related Topics:
11 Things to Do in DUMBO, Brooklyn
