Centra by Centara rebranded as Centara Life

Centra by Centara rebranded as Centara Life

The midscale brand gets a new name

Centra by Centara rebranded as Centara Life

Centara Hotels & Resorts has rebranded Centra By Centara as Centara Life, kicking off a new brand identity and a commitment to delivering stays that are accessible to anyone. Launched in 2010, Centra By Centara became a popular option for those seeking comfortable and convenient stays.

While its core concept of “Elevating The Essentials” remains intact, Cetara Life promises "daily delights” to put a smile on the face of every guest, first-class amenities at a preferential price point and lively social spaces for unwinding and interacting.  

The rebranding process will involve the complete and vibrant refresh of the brand’s visual identity, physically and digitally. The look features teal and turquoise as its main colour palette, accented with splashes of orange and amber to signify energy and joy, orchid and lavender for balance and relaxation, and mint and leaf green for peace and nature.

A series of new signature guest experiences will be rolled out in the coming months to accompany the makeover, focusing on four core life pillars — Life Essentials, Life Surprises, Life Flexibility and Life Connectivity, which will include extra sleeping comforts, complimentary local delicacies, flexible breakfast hours, community immersion and more.  

Following the rebrand, which will take place over the next quarter, Centara will ramp up the expansion of Centara Life around the world, in line with its five-year goal of doubling its global portfolio and becoming a top 100 global hotel operator by 2027.

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