The brand new collection of hotels Centara Reserve aims to become a referent for experimental luxury hospitality in iconic destinations. Once again, the Thai group is launching a new brand in Samui, where it launched its lifestyle brand COSI two years ago.

Formerly known as Centara Grand Beach Resort Samui, the new resort features 84 luxury rooms, pool suites and beachfront villas and is scheduled to open in late 2020. Each accommodation will feature international and Thai-inspired elements, exclusive amenities, private balconies and terraces. The suites and villas will be assigned to the "Reserve Hosts", Centara's butler service.

The property will also be equipped with a gin bar offering over 100 different varieties and craft labels; a destination restaurant serving modern, seasonal cuisine and private dining; a mozzarella bar serving international dishes; and a beach club concept featuring local seafood, cocktails and artisanal wines. The establishment will also offer dining, cultural and local artisanal tours and workshops to engage guests in the destination. The first-ever Cenvaree Reserve Spa will also debut at the property.

Patrick Moukarzel, the resort's newly- appointed General Manager, comments on the emphasis on the customer experience:

We understand that travelling is a deeply personal experience – one that unfolds in many surprising and unexpected ways. Centara Reserve will deliver inspirational design, intuitive hospitality, unique facilities and brand-new experiences that allow guests to pen their own narrative, always enriched by the cultural heritage of their destination […].

Moreover, Centara has announced the opening of two additional properties of the new collection before the end of the year. Centara Reserve complements the group's five other brands, including Centara Grand, Centara, Centara Boutique Collection, Centra by Centara and COSI.