In the second quarter of 2018, Centara Hotels and Resorts Co will expand its portfolio.

Considering that the company is not enough present "in some hotel segments, especially luxury", Deputy Chief Executive Markland Blaiklock plans to add new brands to its portfolio. As the hotel industry is strongly competitive, he argues that "additional brands will help boost yield and help us break into new market segments".

Two new brands will target the top of the market, a segment which is higher than the group’s current top brand, Centara Grand. The third brand will be positioned on the mid-scale segment.

As of January 1, 2017, Centara Hotels & Resorts ranked 73rd hotel group worldwide with 65 establishments totaling over 14,000 rooms, according to data published by Hospitality ON.