Flight Centre Travel Group has capped off the integration of its hotel management arm into the global travel giant’s overall operations by announcing it will rebrand the overarching parent name to Cross Hotels and Resorts.
Formerly known as BHMA Hotels and Resorts, the rebrand will see the company embark on a new phase of expansion as it targets properties in South East Asia, Japan, the Pacific and Australia among other international destinations. The group currently operates three brands – X2, X2 Vibe and Away Hotels – with properties in Indonesia, Thailand and Vietnam.
The last 18 months has been particularly lucrative for the newly-renamed Cross Hotels brand, having achieved a consolidated hotel revenue increase of 80 per cent and opening of eight new hotels across its three brands. Properties in Phuket and Bali have been added to the network, with four Vietnamese resort destinations set to be signed later this year.
Cross Hotels and Resorts CEO, Peter Lucas, said the group was ready for its next period of expansion and was building on a very strong base in doing so.
“The future looks very exciting as we continue our growth objectives expanding our footprint in key capital gateway cities and thriving visitor destinations globally.”
“Our new name represents our commitment to innovation and reinvention, building on our past foundations and strong track record of integrity, professionalism and success,” said Managing Director Kent Davidson.