After carving out a strong presence across Asia’s mid and upscale hotel segments over the last four decades, Thai hospitality firm Centara is cautiously stepping into the luxury market, with early signs of success inspiring more high-end properties.

Thai hotel operator, Centara Hotels & Resorts, has opened its first Centara Reserve member property – Centara Reserve Samui. Centara Reserve is Centara’s sixth brand, complementing the group’s five other labels including Centara Grand, Centara, Centara Boutique Collection, Centra by Centara and COSI.