Cross Hotels & Resorts is committed to delivering value, distinction and, most importantly, memorable experiences in all of the properties it manages. Since its rebranding, Cross showed relentless growth by signing and managing several profitable properties across Asia and debuting two new brands, and there is no sign of stopping.
With the main goal of transforming hospitality for all in mind, the following are some of the reasons why Cross Hotels & Resorts is APAC’s hotel operator of choice:
Large distribution network
One of the outstanding benefits hotel owners get is its large distribution network that will bring guests to the idyllic sites where the properties are located. Cross Hotels & Resorts is one of APAC’s most successful and respected hospitality firms and is wholly owned by the famous ASX-listed Flight Centre Travel Group (FCTG). FCTG is one of the world’s largest and progressive travel companies in the world with over 40 global brands and 2,000 sales offices around the world. This provides Cross Hotels & Resorts with unique and significant additional market distribution over its competitors.
Cross Hotels & Resorts prides itself in offering tailored solutions to hotel owners from the pre-opening and technical development stages to professional ongoing hotel management. The company can address every concern and resolve any roadblock to enrich the operation of hospitality businesses.
Whether it is creating and delivering new hotel experiences for guests, supporting the work/life/play balance, or driving owners’ profitability, Cross knows that every touchpoint matters. Cross’ consultative approach is a winning strategy as the hotel management company will negotiate with hotel owners to gain that sweet spot that the latter is looking for.
Cross Hotels & Resorts provides adaptive solutions and the company’s resilience shone through in how it weathered the pandemic. The company pivots fast and builds solutions to deliver results.
Leading the crowded hotel space
It is undeniable that competition is fierce in the hospitality sector. Several players, big and small, crowd the space. Since FCTG backed the business, the company has been rebranded to Cross Hotels & Resorts, marking a successful transition into the global Flight Centre Travel Group business. The rebranding to Cross paves the way for its successful expansion in Southeast Asia, Australia, Japan and the Pacific. In mid-2021, the company signed a seven-hotel deal in Japan. Last year, Cross has had nine hotel signings so far, including three hotels in Bangkok, Hua Hin, Pattaya, Bali and Lombok Indonesia.
According to Harry Thaliwal, Chief Executive Officer, Cross Hotels & Resorts, the long-term vision is to “Transform hospitality for all,” by achieving more than 3,000 operating keys by 2024. Last year, the company climbed to #33 in the Thailand Top 100 Brands list.
Cross Hotels & Resorts’ current portfolio includes more than 27 hotels under six distinct brands – Cross, Cross Vibe, Away, Lumen, Cross Collection and Kaura – across Vietnam, Indonesia, Thailand and Japan. Each brand is distinctive, cool and unique in its own way, which ensures that all of the brands cover all market segments while they stay on their respective lanes. There is also a guaranteed preferencing through FCTG channels.
While no cannibalisation is guaranteed, the brands share the company’s vision of providing guests with unforgettable experiences through their passion for hospitality through its Uniquely Yours approach. The hunger to go the extra mile is fundamental to the success of Cross Hotels & Resorts as the company is relentlessly committed to excellence.
People as the greatest asset
One of the major problems in the hospitality industry is hiring and retaining the right kind of employees. In order to maintain the high standard on all properties, Cross Hotels & Resorts hire people that are a bit off the charts – people who own their work.
“We actively seek out people who fit into the Cross culture first, their hotel experience comes in second,” Paul Wilson, Executive Vice President, Cross Hotels & Resorts said.
“We have built a team of independent thinkers unencumbered by traditional hotel processes. None of our digital team comes from a hotel background, they cut their teeth in social and online retail; our F&B teams ran successful independent restaurants; our marketeers honed their skills in fast-paced, innovation-led start-ups. We have built a culture we all want to be a part of,” he added.
Cross Hotels & Resorts know the importance of having a great team to run the business smoothly. This means that Cross builds a team of individuals that will deliver results.
As we embark on the post-pandemic era, the hospitality space, especially in the Asia Pacific, begs change and Cross Hotels & Resorts can provide those options. What they do and how they do it is truly unique all to push past the basics and deliver something transformative.