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Centara launches its first loyalty programme with theme ‘Loyalty from the heart’

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Maldives Promotion House – Centara Hotels & Resorts has launched a new loyalty programme under the theme, “Loyalty from the Heart”.

Centara – The 1 Card is a newly created recognition and rewards programme for those who love travelling and staying in the best hotels.

By accruing points, members will be able to enjoy a free stay in a Centara hotel or resort, anywhere in Thailand or overseas, with no blackout dates.

“St Valentine’s Day is, we feel, the perfect time for us to launch Centara – The 1 Card,” said Thirayuth Chirathivat, chief executive officer of Centara Hotels & Resorts.

“We feel it will be of great value to our guests and customers, and a very heart-warming and giving way in which we can show how much we value them and how much we appreciate their loyalty.”

There are four tiers to membership, namely Classic, the entry level; Silver; Gold; and Platinum Elite.

Members progress upwards through the tiers simply by earning more points.

At each level the rewards increase, with free room upgrades, early check-in and late checkout, pre-registration, guaranteed room availability, and much more.

Mr Thirayuth said that members of the programme would find it very easy to earn points that go towards a free hotel stay.

“They will earn five points for every 30 baht they spend when staying with Centara Hotels & Resorts, dining in a Centara restaurant, or relaxing in a Centara spa.

“Book direct through the Centara website and they will earn double these points.

“Members will also earn points when dining in a Centara restaurant or enjoying a Centara spa, even if they are not actually staying in a Centara property.

“They will also earn points when they shop at any Central Retail Corporation store.

“As members progress through the membership tiers, their points carry a bonus rating, enabling fast progress upwards to the maximum rewards level.”

Membership of Centara – The 1 Card is free.

Centara – The 1 Card is also fully compatible with The 1 Card, the very successful loyalty programme that is operated by Central Retail Corporation Ltd.

“We at Centara Hotels & Resorts are very much aware that there are many loyalty programmes in the market, but we have created what we feel is a perfect blend of benefits for those who wish to call Centara their second home,” said Mr Thirayuth.

“We also feel that the combined benefits of Central Group add up to Centara – The 1 Card being the only card that anyone will need.”

The Centara – The 1 Card will be promoted under the campaign Life Should Be Rewarding.

Chris Bailey, senior vice president for sales and marketing at Centara Hotels & Resorts, said that the company feels the basic premise of membership will itself be a powerful marketing tool.

“A member will accrue points simply by doing something he or she would normally be doing, by staying in a hotel or resort, dining, using a spa, or shopping, and these points can then be redeemed for a free hotel stay.

“So membership, and use of membership, carries tangible rewards without any great shift in lifestyle patterns.”

Centara – The 1 Card will be promoted in a variety of ways, via advertising campaigns, online and social media marketing, database marketing, and point-of-sale.

“We shall also be marketing through Central Retail’s The 1 Card, and we see that as being an exceptionally strong marketing tool, as there are in excess of 4 million members of The 1 Card in Thailand, and the number is continually growing,” said Mr Bailey.

Members of Central Retail’s The 1 Card will be able to redeem their existing points for free hotel stays by taking membership of Centara – The 1 Card.

Centara – The 1 Card can be used at Centara hotels and outlets throughout the world, and points can be redeemed for free rooms.

“We believe that once members see how quickly they can earn points, and how the value of the points increases as they pass upwards through the membership tiers, that Centara – The 1 Card will become an indispensable part of their lifestyles,” said Mr Bailey.

“Building up points to take yourself, your partner or your family away for a holiday in which your hotel room is free of charge will become an exciting part of your everyday life, and a challenge to see how quickly the necessary points can be achieved.”

Centara Hotels operates Centra Grand Island Resort & Spa and Centara Ras Fushi Resort & Spa in Maldives. Their third resort in Maldives is under construction.

For more information about Centara The 1 Card, please  visit website www.centara1card.com

Business

Football legends receive FIFA World Cup 2026 match balls signed by President Muizzu

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Male’ Aerated Water Company (MAWC), the authorised bottler of The Coca-Cola Company in the Maldives, on Thursday hosted the Official FIFA World Cup 2026™ Match Ball Handover Ceremony, presenting Football Legends of Maldives with official FIFA World Cup 2026™ match balls signed personally by Dr Mohamed Muizzu, President of Maldives.

Held in partnership with the Ministry of Youth Empowerment, Sports and Fitness, the ceremony recognised former national footballers whose achievements, service and influence have helped shape football in the Maldives and inspired generations of players and supporters.

The Coca-Cola Company has been an official partner of FIFA since 1974, making it one of the longest-standing partnerships in the global sport. For MAWC, the handover brought that global partnership to life locally by connecting the FIFA World Cup with people who have contributed to Maldivian football history.

As the sole authorised Coca-Cola bottler in the Maldives for over 35 years, MAWC has supported local sport through partnerships, campaigns and community initiatives. The ceremony continued that commitment by recognising the legacy of players who represented the Maldives and contributed to the growth of football in the country.

“Maldives’ football legends have given generations of supporters moments of pride and have played an important role in shaping the country’s sporting history. At MAWC, we believe recognising their contribution is as important as supporting the next generation. Through our partnership with Coca-Cola and FIFA, and in collaboration with the Ministry of Youth Empowerment, Sports and Fitness, we are honoured to celebrate their legacy. These match balls are a token of our appreciation for what they have given to Maldivian football,” said Milind Derasari, Chief Operating Officer, MAWC.

Adding to the excitement of the football season, MAWC ran a nationwide FIFA World Cup 2026™ consumer promotion from 21 March to 24 May 2026. Eight winners received an all-expenses-paid experience for two to attend a FIFA World Cup 2026™ match. Hundreds more won Coca-Cola branded merchandise and other prizes during the campaign, bringing the excitement of the world’s largest football tournament to consumers across the Maldives.

MAWC remains committed to building partnerships that support the development of sports across the Maldives, working with the Government of Maldives and other partners.

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News

Avani+ Fares Maldives introduces poolside reads under global book club programme

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Avani Hotels & Resorts has launched Avani Book Club, a global initiative designed to help travellers connect with destinations through books, local stories and shared reading experiences.

The programme is being introduced at selected Avani hotels and resorts worldwide, including Avani+ Fares Maldives Resort in Baa Atoll. It combines curated reading lists with book corners, book swaps, author-led events, children’s storytelling and destination-inspired food and beverage experiences.

Avani said the initiative was developed for travellers seeking slower and more meaningful ways to spend their time while away. It also responds to the growth of online reading communities such as BookTok and Bookstagram, which have influenced how readers discover books and incorporate literature into their travel experiences.

At the centre of Avani Book Club is a global list of 30 titles selected for 15 properties across Asia, Australia, Europe, the Middle East, Africa and the Indian Ocean. Each title has been chosen to reflect the culture, character or atmosphere of its destination.

At Avani+ Fares Maldives, guests can read Folk Tales of the Maldives, a collection linked to the country’s storytelling traditions. A mobile book buggy will offer poolside reading material, while wellness-focused titles will be available at the resort’s spa.

Other destination-based selections include Pitchaya Sudbanthad’s Bangkok Wakes to Rain at Avani+ Riverside Bangkok Hotel and Jessie Burton’s The Miniaturist at Avani Museum Quarter Amsterdam.

Avani Rio Novo Venice Hotel will feature Kacie Rose’s You Deserve Good Gelato, which explores food, travel and personal reinvention. Rose is also scheduled to participate in an Avani Book Club event and book signing in Venice during the European summer.

At Avani+ Barbarons Seychelles, the collection includes Katherine May’s Wintering, while Avani Victoria Falls Resort will feature Namwali Serpell’s The Old Drift, a novel tracing Zambia’s history across several generations. Australian titles in the programme include The Rosie Project and Big Little Lies.

Participating properties will complement the global reading list with locally developed activities and partnerships.

Avani Alonso Martínez Madrid Hotel regularly hosts local book clubs, while Avani Museum Quarter Amsterdam plans to hold a Book Swap and Reading Night during WorldPride in partnership with The Swap Club. The event will bring together guests and residents for readings, poetry and discussions centred on LGBTQ+ stories.

In Thailand, Avani Ratchada Bangkok Hotel will introduce “Sip the Story”, pairing books about the country with themed coffees, matchas and cocktails. Avani Ao Nang Cliff Krabi Resort will offer a story-inspired afternoon tea by the pool, with menus developed around selected titles.

Avani+ Koh Lanta Krabi Resort will focus on younger guests through stories about Gok and Gek, a pair of hornbills living at the property. Children can follow their story through the Hornbill Heroes activity booklet and When Gok Met Gek, a bedtime story illustrated by a Thai artist.

Avani Book Club is now available at participating Avani properties, with hotel-led events and activities scheduled to be introduced throughout the year.

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Awards

Anantara Kihavah, Niyama recognised in Travel + Leisure reader awards

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Minor Hotels’ properties in the Maldives have received seven accolades in the Travel + Leisure Luxury Awards Asia Pacific, with Anantara Kihavah Maldives Villas recognised in five categories and Niyama Private Islands Maldives securing two awards.

Anantara Kihavah Maldives Villas was ranked third among the Maldives’ Best Resorts and second in the Best House Reefs category. The resort also placed fourth in the Most Outrageous Villas, Best Resort Pools and Best Resort Spas categories.

Located in Baa Atoll, Anantara Kihavah is known for its private pool villas, surrounding reef and underwater restaurant. Anantara Spa at the resort was ranked fourth among the country’s resort spas.

Niyama Private Islands Maldives was recognised for The Crescent, its private island compound, which placed third in the Most Outrageous Villas category. Drift Spa at Niyama was ranked sixth among the Best Resort Spas in the Maldives.

The Crescent consists of a collection of villas located on a private section of the resort and is designed for families and groups travelling together. Drift Spa is situated within Niyama’s tropical surroundings and offers treatment rooms, relaxation spaces and wellness experiences.

The Maldives accolades contributed to a record 31 awards received by Minor Hotels across the Asia-Pacific region, compared with 26 in the previous year.

The group’s flagship luxury brand, Anantara Hotels & Resorts, was also named the region’s number-one Favourite Hotel Brand of the Year.

“The T+L readers have spoken and, with a record 31 awards, Minor Hotels stands among the region’s most celebrated hospitality groups,” said Nicholas Smith, Vice President Operations – Asia at Minor Hotels.

“I am particularly proud of Anantara being named the region’s favourite brand, and of our teams in Laos and Thailand for securing their number-one positions. These results reaffirm that our focus on innovation and on creating standout guest experiences continues to resonate with travellers.”

Elsewhere in the region, Avani+ Luang Prabang in Laos was named the Best Hotel, while its general manager, Max Chin, was ranked first in the Best General Managers category.

Anantara Chiang Mai Resort was voted Thailand’s Best Upcountry Hotel, while other Minor Hotels properties in Thailand, Vietnam, Cambodia, Indonesia and Malaysia were recognised across resort, city hotel, spa and pool categories.

Minor Hotels’ travel experiences also featured in the awards, with Mekong Kingdoms and Loy Pela Voyages ranked second and fourth, respectively, among the region’s Best River Cruises.

GHA DISCOVERY, the loyalty programme of the Global Hotel Alliance, was named the number-one Hotel Loyalty Programme. Minor Hotels participates in the programme through Minor DISCOVERY.

The Travel + Leisure Luxury Awards Asia Pacific are determined through a readers’ survey, with travellers voting across categories covering hotels, resorts, villas, spas, pools, cruises and loyalty programmes.

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