BHMA rebrands as Cross Hotels & Resorts to take on the future

The hotel management company, formerly known as BHMA Hotels & Resorts, has rebranded to Cross Hotels and Resorts, marking the successful transition into the global Flight Centre Travel Group business.

Taking advantage of its position as one of the APAC’s most successful ad respected hospitality firms – notably making the top three bracket of HVS International’s 2019 Asia Pacific Hotel Guide list of fastest growing hotel management companies, the re-branding to Cross paves the way for a further escalation of the company’s portfolio of rooms under management focusing on South East Asia, Australia, Japan and the Pacific before branching into other international destinations.

Following an already encouraging growth period which saw eight new hotels opened across three brands in FY 2019 and a consolidated hotel revenue increase circa 80% in the past 18 months.

Peter Lucas, CEO of Cross Hotels and Resorts, said: “Cross Hotels and Resorts was building off a very strong base having increased its operating portfolio of hotels by 39% and entering three critical target destinations — Phuket, Vietnam and Bali over the past 12 months.

Away Phucome Chiang-Mai Villa

Lucas went on to outline how Cross Hotels and Resorts had been well received by a diverse base of international guests with five of its South East Asian properties rated number one on TripAdvisor.

“The future looks very exciting as we continue our growth objectives expanding our footprint in key capital gateway cities and thriving visitor destinations globally. We have a strong pipeline of future acquisitions in place including four key resort destinations in Vietnam which we will sign in 2019.”

“The hottest hotel hub in the world”

Paul Wilson, executive vice president of commercial added:  “Today marks another significant milestone in the BHMA journey as we announce the rebranding to Cross Hotels & Resorts. While the rebrand signifies the transition into our global Flight Centre Travel Group business, underpinning it all is our story from becoming simply a ‘vision’, to becoming one of the top three fastest growing hotel management companies in Asia Pacific.”

X2 Pattaya Oceanphere Residences

“I’ve been privileged to support the team into spearheading our growth and performance, from consolidated hotel revenue increases of circa 80% to launching new brands in international markets. I’m thrilled to be part of the Cross Hotels & Resorts journey and cannot wait to undertake our new chapter in what is truly the hottest hotel hub in the world.”

Cross Hotels and Resorts currently operates 25 hotels across three distinct brands – X2, X2 Vibe and Away – in Thailand, Vietnam and Indonesia.

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