Sono Hospitality Group Sono International said on the 30th that it will accelerate its expansion into a global hotels and resorts corporations by acquiring Cross Hotels & Resorts, which operates hotels and resorts in Thailand and Indonesia.
Sono International acquired 100% equity of the Thai and Indonesian subsidiaries of Cross Hotels & Resorts, owned by FCTG (Flight Centre Travel Group). Since on the 28th, it has been operating a total of 15 hotels and resorts with 1,507 rooms, centered on Bangkok, Chiang Mai, and Pattaya in Thailand and Bali in Indonesia.
Cross Hotels & Resorts' portfolio includes five brands: CROSS, CROSS VIBE, CROSS COLLECTION, AWAY, and LUMEN. It has a broad portfolio ranging from urban lifestyle hotels to premium resort properties in vacation destinations.
Cross Chiang Mai Riverside Resort is a luxury boutique resort that has earned high marks, being selected for the Michelin Guide Thailand hotels institutional sector in 2023. Elle Resort & Beach Club by Cross Collection, scheduled to open on Bali's Seminyak Beach in 2028, is a joint project with the global fashion brand ELLE and will feature 135 ultra-luxury rooms and suites.
Starting with this acquisition, Sono International plans to add 10 more hotels and resorts in Thailand and Indonesia by 2029.
Sono International began by taking on entrusted operations of "Sono Belle Hai Phong" in Vietnam in 2019 and has since acquired and is operating the Normandy Hotel in Washington, D.C., 33 Seaport Hotel New York in New York, Dames des Arts Hotel in Paris, France, and the Waikiki Resort Hotel in Hawaii.
A Sono International official said, "The acquisition of Cross Hotels & Resorts will serve as a key springboard to create synergy between air travel and lodging by linking with the Thailand and Indonesia routes operated by T'way Air," adding, "We will strengthen our foothold in Southeast Asia and secure the momentum to expand our business to the Asia-Pacific region."