CONTENT

COMPANY PROFILE

1 ABOUT US

2 OUR BRANDS

3 OUR SERVICE

4 OUR ADVANTAGES

5 OUR HOTELS

6 OUR TEAM
 CROSS HOTELS & RESORTS
FLIGHT CENTRE TRAVEL GROUP
Cross Hotels & Resorts is an international hotel
management company based in Asia Pacific and
wholly owned by the ASX listed Flight Centre Travel
Group (FCTG).
Cross Hotels & Resorts delivers owner services all
the way from the very early sourcing & planning
stages of a development, through technical services
during build, to pre-opening services and finally
professional ongoing hotel management.
• Cross - offering a luxury by design
• Cross Vibe - youthful, trendy hotels offering a
lifestyle breaks
• Away - for getaway breaks in ideal locations
• Lumen – a brighter way to stay
• Cross Collection – uniquely yours,
entrepreneurial approach
FCTG is one of the world’s largest and progressive
travel companies, incorporating diverse worldwide
distribution, in destination travel experiences such
as transport and touring as well as hotel
management solutions.
FCTG operates 40 global travel brands and over
2,000 retail branches around the world. It books
flights, transportation, tours, and hotels for over 20
million travelers each year.
FCTG gives priority status to all CHR managed
properties throughout its global distribution and
sales network. This allows CHR to tab into FCTG’s
significant loyal customer base at no loyalty
program cost.
 OUR HISTORY
CURRENT PORTFOLIO 20+ PROPERTIES 1,200 KEYS

X2 Vibe
X2 Vibe Nha Trang
X2 Branded BHMA X2 River Kwai X2 Vibe Buriram Away Hoi An
Residences Consulting Away Chiang Mai X2 Vibe Bangkok Away Bali Legian X2 Vibe Patong 66 Properties
X2 Koh Samui launched Services Started Indonesia Expansion X2 Vibe Chiang Mai X2 Vibe Viet Tri X2 Hoi An 8,350Keys

2008 2010 2012 2014 2016 2018 2020 2025

2007 2009 2011 2013 2015 2017 2019 2021

X2 Kui Buri X2 Hua Hin Away Koh Kood X2 Chiang Mai Vietnam Flight Centre Acquisition X2 Bali Breakers Japan Entry
Away Koh Kood Pranburi Expansion X2 Sydney Expansion X2 Chiang Mai Riverside X2 Pattaya Cross Pattaya
X2 Brand Expansion X2 Vibe Pattaya Oceanphere Pratamnak
OUR PHILOSOPHY
PASSIONATE

OUR VISION

APAC's leading creator of inspired Hospitality solutions CELEBRATE

EXCELLENCE
OUR PURPOSE

To transform hospitality for all.

CREATIVE
OUR CROSS BRILLIANCE

Our Passion for hospitality drives everything we do. RESPONSIBLE

We encourage everyone's ideas to design Creative solutions. &
We Celebrate You: We care about your personal and professional success.
ETHICAL
We are relentlessly committed to Excellence.
We are Responsible and Ethical.
 OUR BRANDS

Cross offers luxury Cross Vibe Away is a retreat to Lumen is the bright An exclusive
by design, has a embodies a youthful a naturally peaceful choice – a smart collection of unique,
very unique and excitement and yet adventurous way to stay. It’s boutique and
unequivocal persona urban feeling while atmosphere with the localized, independent hotels,
that is embraced by retaining Cross's standards and sustainable and carefully curated for
all elements of the core elements by designs of tropical ensures memorable its distinct character
property, whether it providing a unique resorts and service from start to and personality.
be design, service or cosmopolitan villas. end.
location. experience, in a
high-design
environment.
 CROSS HOTELS & RESORTS l 7

CROSS
BRAND CONCEPT

Luxury by Design

Cross has a very unique and

unequivocal persona that is embraced
by all elements of the property, whether
it be design, service or location. Cross
properties will always exhibit;

Soulful…tranquility; that provides

sensual pleasures and thoughtfulness.

Freedom…of space, process and rules;

allowing guests to set their own agenda.

Simplicity…in form and service;

completely understated and unfussed.
 CROSS HOTELS & RESORTS l 8

CROSS VIBE
BRAND CONCEPT

Cross Vibe is a lifestyle brand that allows

for reasonable brand stretch according to
potential market performance and ROI
expectation, but remains youthful, trendy,
design focus and with a unique service style
which sets the brand apart. Whether its
design or services, Cross Vibe executes new
ideas, not for the sake of it, but to deliver a
unique experience that is becoming so
increasingly difficult to find across the
travel industry.

Cross Vibe Difference

Streamlined technologies, Wi-Fi, in room

music docks, social area charging stations,
Co-working space that encourages the
business travel trend of combining business
with leisure, aka “bleisure”.
AWAY
BRAND CONCEPT

Away recognized that in this high speed life

that we live in there is a desperate need to
provide people an excuse and opportunity
to truly slow down and appreciate life once
more.

Away Resorts & Villas appeal to people who

realize that their life are controlled by the
clock, and that they need to get off the
speedway of life and take a break. Over
works and over stressed, Away guests need
to “Get Away” from their normal routine
and enjoy a vacation in paradise.

Away exhibits:

• Slowness of pace
• Connection of interaction
• Natural environment
LUMEN
BRAND CONCEPT

A brighter way to stay.

Lumen is the bright choice – a smart
way to stay. It’s localized, individual,
made to fit and affordable to brand.

Our vision is to create memorable stays

with a focus on simple elegant and
seamless interactions from before the
guests’ arrival to beyond the guests’
departure.

We feel like a friend from afar – familiar,

yet exciting and new…

Lumen is in tune with you.

CROSS
COLLECTION
BRAND CONCEPT

Uniquely Yours. Entrepreneurial

Approach. Push the boundaries.

There are a lot of hotels and brands out

there and this competitive market
means that business is fierce.

How do you stand out? How can you

celebrate your uniqueness, your edges
and curves and everything in between?
How can you still be 'you'?

Created with the entrepreneurial spirit

in mind, 'Cross Collection' offers very
workable solutions to fill the
weaknesses in your business, and gives
you the ability to attach the strong,
international brands of Cross Hotels &
Resorts, and Flight Centre Travel Group,
and all that goes with them, to your own
personal brand and identity.
 OUR BUSINESS MODELS

HOTEL &
HOTEL RESIDENCES FRANCHISE WHITE LABEL
MANAGEMENT (CONDOTEL) AGREEMENT MANAGEMENT
AGREEMENT AGREEMENT SOLUTIONS
 WHY CROSS HOTELS & RESORTS
Attention Hospitality
Lower Cost & Care Solution

Dual Global Greater Our People

Distribution Flexibility
(FCTG + CHR)
MANAGEMENT
HOSPITALITY MANAGEMENT SERVICES
Cross Hotels & Resorts offers professional, international
standard hotel and resort management services to owners
throughout Asia. The key elements to our ongoing success
are an ability to manage change, focus on commercial
excellence, our experienced and impowered people,
operational expertise and our unique distribution power
supported by FCTG and its global reach.

• EASE OF OPERATIONS
• HIGHER REVPAR
• LOWER COST
• BETTER PROFIT & RETURNS
 TURNKEY BUSINESS SOLUTION
TECHNICAL SERVICES

Study & Feasibility Design & Planning Review Project Pre-Opening

Review Review Management Plans Services

Ongoing Value Reporting Management Opening

Creation

HOTEL MANAGEMENT SERVICES

 TECHNICAL SERVICES
(12-24 MONTHS)

PRELIMINARY STUDY DESIGN & TECHNICAL

& BUSINESS
PRELIMINARY PLAN &
STUDY PLANNING
DESIGN AND SUPERVISION
TECHNICAL
BUSINESS PLAN PLANNING SUPERVISION
MONTH 1 TO 3/5 MONTH 3/5 TO BUILD BUILD START TO PRE-
START OPENING
 Inspection of the land and  Design guidance and layout  Periodic site inspection
demographics advice  Final design review
 Market survey and analysis  Conceptual design review  Interior design & decoration
 Competitor analysis  Preliminary design review review
 Target guest analysis  Final assistance & material  Approve mock up rooms
 Identification of business review
opportunity
 Conceptual design
references
 Design review
 Business plan including
concept, recommendation,
positioning and USP
 MANAGEMENT & PRE-OPENING SERVICES
PRE-OPENING OPERATIONS SALES DISTRIBUTION E-BUSINESS AND IT

• Evaluate and select financial
systems and software
• Preparation of manning guide
• Set up of organizational chart
• Recruitment of General
Manager & Department Heads
• Preparation of detailed list of
items required
• Assistance with sourcing OE
items
• Establish brand standards for
all departments
• Establish Website and
Booking Engine
• Concept development
• Overall positioning and
service level
• Renovation and
development
• Capex and OE review
and management
• Strategic partner
management
• Operating standards
and procedures
• Room rate matrix
• Competitor analysis
• Agent contracts and
visits
• Domestic fair attendance
• International trade show
attendance
• Overseas Sales Road
Shows
• Corporate and incentive
group sales
• Hotel Website
distribution
• OTA Management
• Channel Management
• Online rate parity
management
• Website development &
management
• Social Media management
• Search Engine Optimization
• E-Marketing
• CRM database management
• Data security
• System set up and
management
• Internet connectivity and
network
• Email Management

MARKETING & PUBLIC HUMAN FINANCE & ADMIN &

GRAPHIC DESIGN RELATIONS RESOURCES ACCOUNTING OTHER SERVICES

• Advertising plan
• Marketing partnerships
• Co-operative advertising
• Flash deals
• Brochure development
• Hotel promotional items
• Local event organizations
• Public Relations plan
• Familiarization trips
• Press releases & clipping
• Interviews
• Recruitment and employee
benefits
• Operational and corporate
training
• Staff program
management
• Team building
• Bookkeeping
• Financial reporting
• Budgeting & Forecasting
• Cost Control & Review
• Financial Controls &
Internal Audit
• Group purchasing and
purchasing support
• Legal and Government
related issues
• Insurance policies and
claims
 OPERATIONAL EXCELLENCE
Geared towards operational excellence to maximize value creation for our partners

 Enforcing the culture of accountability People & Competitive  Quarterly property visits and deep dives

 Building capable GMs Leadership Performance  Streamlined communication

 Improve employee engagement  Improve business compliance

 Reinforce updated brand standards

 Frequent and robust cost reviews  Standardized reporting

Cost Business
 Use of clusters and economies of scale  Improve GMs business focus
Optimization Information
 Use of centralized support functions  Improve guest satisfaction
KEY DISTRIBUTION CHANNELS
 FLIGHT CENTRE TRAVEL GROUP
Wholesales
Flight Centre Travel Group (FCTG) owns
a number of wholesale brands, which
supply product to its national and
international network or travel retail
outlets.
Leisure
Flight Centre Travel Group (FCTG)
operates a number of leisure travel brands.
Its flagship Flight Centre brand is also
present in 10 other countries around the
world.
Corporate
Flight Centre Travel Group’s (FCTG)
corporate business includes six major
brands that service the needs of
organizations of all sizes across
industries. Its global corporate network
spans more than 90 countries worldwide
and is made up of company-owned
offices and strategic licensing
agreements with leading local agencies.
 DIGITAL MARKETING
Responsive website
Brand / Microsite

Blog / Experience /
Organic activities Website Video / Story
Paid activities
Social Media Content
Marketing Marketing
Google Ads
Programmatic Display
Affiliate Network
Digital Paid Media &
Social Media Adverts
Always on Campaign
Metasearch
Experience SEM

Desktop, Mobile,
On-site,
Data Analytics On-site SEO
Off-site SEO
Conversation
SEO
Marketing
Website Chat Service
Chatbot
Chat Application
Email
CRM
Marketing

Customer Database
Marketing automation EDM campaign
Book Direct Program Upselling
 SOCIAL MEDIA FOLLOWER GROWTH

CORPORATE ACCOUNTS
TOTAL FOLLOWERS
(All platforms combined YTD2021)

724,018 +83.64% +2.66% +53.86%

2020: 97,645 DEC 2020: 16,614 2020: 3,385
2019: 53,171 JUN 2020: 16,183 2019: 2,200

HOTEL ACCOUNTS

+29.08% +68.11% +100% +100% +100%

2020: 461,625 2020: 52,877 2020: 12,960 2020: 2,858 2020: 2,853
2019: 357,631 2019: 31,453 2019: 0 2019: 0 2019: 0
 SALES CAPABILITIES

Key Global Account GSA DMC

Management Representative Direct
Platform Business

Direct contracts with major China, UK, Australia, France, Discova, Destination Asia,
tour operators in each major India and Japan EXO and all national DMC’s
inbound market across major drive markets

Corporate and Sales Sales

Government Center Manual Strategy
of Excellence

Manage relationship and Standard sales materials, Rate structure, competitor

quarterly sales blitz with presentation in local analysis, SWOT, pricing and
Global key accounts language, contracts etc hard block negotiations
 REVENUE MANAGEMENT & E-COMMERCE
Revamp Revenue
Strategy
 Rate Parity Health Check
Member pricing, Geo targeted
pricing, Mobile pricing and
tactical pricing
 Business mix, channel and geo
source optimization
 Advantage on chain level OTA
and wholesale contract
 Direct booking program. Gain
more bookings and lower cost
of distribution.
 Performance expert team to
support property
Sophisticated Analytics
Distribution Platform Savvy
 Two way interface with single image  Cross Hotel Proprietary Revenue
inventory Management Tools
 Dynamic rate connectivity on all  STR report and third party analytics
major distribution channels tools adoption
 Reservation Delivery to PMS  Driving revenue through business &
market intelligence
Digital Transformation Training
 Best in class booking engine with  Revenue Management Training
connectivity to hotel PMS  Digital marketing training
 Enhance digital experience on
website and digital media
 E-marketing and Affiliate program –
more exposure, higher opportunity
 Meta search engine, driving more
direct booking
 Integrated with Automated upselling
technology to boost ancillary revenue

Global Guest Database
Loyal Cross Hotels & Resorts guest
database of over 70,000 qualified
accounts and over 100,000 records
overall.
CRM
Engaging communications programs to
reach new and acquired guests to build
loyalty, crossover purchasing among
properties and deeper spend
opportunities.
PR & MARKETING
Press Network
Centralized international press network
including macro and micro social media
influencers, bloggers, vloggers and Key
Opinion Leaders (KOL).
Social Media
Promotional programs engaged in
social media channels including
Facebook, Instagram, LinkedIn, LINE,
Weibo, WeChat and others in
developing markets.
CAPABILITIES
Public Relations
Extensive infrastructure devoted to
brand reach, including agency support
in Australia, China and India.
Brand Identity Manual
Beautiful, effective and flexible brand
guidelines including sales and
marketing collateral and advertising
templates both digital and print.
Partnership Programs
Relevant brand partnerships to boost
exposure to clients that fit our target
profile, including airlines, credit cards
and innovative consumer brands.
Flight Centre Travel Group
Strategic marketing initiatives through
cooperative advertising, brochure
feature, training module and internal
communications.
 X2 RIVER KWAI RESORT
CROSS BALI BREAKERS CROSS PATTAYA OCEANPHERE CROSS KUI BURI
CROSS VIBE BANGKOK SUKHUMVIT
AWAY OKINAWA KOURI ISLAND AWAY CHIANG MAI THAPAE AWAY OKINAWA KOURI ISLAND
 EXECUTIVE TEAM

As a team we are diverse

with not only talent but
also character, we have an
operational and
development team with
over 100 years combined
experience in global
hospitality industry.

HARRY THALIWAL ALEXANDRE AMINE PAUL WILSON

CHAOUI
CHIEF EXECUTIVE OFFICER CHIEF FINANCIAL OFFICER EXECUTIVE VICE PRESIDENT
COMMERCIAL
TEAM LEADERS

Our ever growing team

contains the following
critical skill set which RATCHAYA BUDDHACHARD PROUDPHICHA BARRY KITISAK
TERMSILKANOK PAENGCHAI GROUP DIRECTOR SAWADDICHAI
sets CHR apart; VICE PRESIDENT VICE PRESIDENT OF PERFORMANCE DIRECTOR OF
REVENUE & E-COMMERCE MARKETING COMMUNICATIONS MANAGEMENT BUSINESS DEVELOPMENT

 International & multi skilled

 From budget to luxury
brand background
 Expert in new technology
solutions
 With independent &
international chain
experiences
 360 vision of the market

REWADEE NATH WORAPONG LAM TRAN

LIMKANGWARNMONGKOL KULKIETSOPON SUVANNAKOTE DIRECTOR OF
GROUP DIRECTOR OF FINANCIAL CONTROLLER GROUP DIRECTOR OF IT TECHNICAL SERVICES AND
HUMAN RESOURCES BUSINESS DEVELOPMENT
 ORGANIZATION CHART
BY DEPARTMENT

Operations &
Marketing Revenue & Finance & Business
Sales Technical IT & HR
Communications eCommerce Accounting Development
Services

VP Marketing Group Operations VP Business

Group Director of VP Revenue & Financial Controller
Communications Director Development
Sales eCommerce

Group Director of IT
Social Media and Business
Account & Finance
Marketing Campaign Operations Analyst Development
Revenue Manager
Manager Director
Sales Manager Performance
Manager
Business
Senior Graphic Account & Finance Operations
Development
Designer Officer Management Trainee
Manager
Digital Marketing &
Assistant Sales
eCommerce
Manager Business
Manager Account & Finance Director of Technical
Graphic Designer Development
Officer Services
Analyst Group Director of
Human Resources
Revenue &
Marketing Sales Coordinator Distribution Support Business
Internal Audit Technical Services
Communications Assistant Manager Development
Manager Manager
Executive Assistant
CONTACT
GLOBAL HEAD OFFICE
The Trendy, 11th fl., 10/125 Soi Sukhumvit 13
Klongtoey-Nua, Wattana, Bangkok 10110 THAILAND

+66 9 08804200

+66 2168 7533 Ext.703

development@crosshotelsandresorts.com

crosshotelsandresorts.com

cross hotels and resorts

cross hotels and resorts