NEWS
Sono International moves to acquire Cross Hotels and Resorts
Sono International, the South Korean hospitality group, has agreed to acquire Cross Hotels and Resorts from parent company Flight Centre Travel Group, marking a significant ownership change for one of Southeast Asia’s fastest-growing hotel operators. The deal brings together Cross’s portfolio of lifestyle, wellness and luxury properties with Sono’s existing presence in the regional travel and hospitality market. With Cross currently managing 28 hotels across Thailand, Indonesia, Vietnam and Japan, the acquisition positions both groups to accelerate their expansion strategies. Following completion, Cross will continue to be headquartered in Bangkok, overseeing its existing portfolio and future developments under the new ownership.
Under the agreement, Cross Hotels and Resorts will transition from an Australian-listed travel parent to a dedicated regional hospitality owner-operator in Sono International, aligning two companies with complementary strengths. Cross brings a collection of 28 managed hotels and resorts spread across key destinations in Thailand, Indonesia, Vietnam and Japan, with additional properties in the pipeline as the group pursues growth in lifestyle-oriented accommodation. For Sono International, which already operates a range of hotels and resorts in South Korea, the acquisition provides an immediate footprint in major Southeast Asian and East Asian leisure markets, as well as access to Cross’s brand expertise in contemporary, design-led and wellness-focused offerings.
Management of Cross will remain anchored in Bangkok, where the company will continue to run its regional headquarters, supporting both existing hotels and upcoming projects. The combined platform is expected to leverage Sono’s regional market knowledge and distribution capabilities alongside Cross’s positioning in upper midscale, upscale and luxury segments, particularly in resort and destination-led locations. The move underlines the growing consolidation and cross-border investment in Asian hospitality, as established domestic groups seek to expand their geographic reach and diversify their portfolios through targeted acquisitions rather than greenfield development. While financial terms have not been disclosed, the transaction signals confidence in the long-term fundamentals of leisure and lifestyle travel across Asia, with the new ownership structure designed to support innovation, portfolio enhancement and sustainable growth for Cross Hotels and Resorts under the Sono International umbrella.
Source: Sono International
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