Southeast Asian hospitality brand Cross Hotels & Resorts will be embarking on a new chapter as part of South Korea’s Sono International Co Ltd.
It has been announced that Cross’ parent company, Flight Centre Travel Group, agreed to sell the business to one of South Korea’s leading hospitality groups, known for its regional expertise and innovation.
This acquisition represents a robust strategic fit between two dynamic hospitality leaders: Cross Hotels & Resorts’ established strength in lifestyle, wellness, and luxury hospitality complements Sono International’s profound understanding of the Asian travel market and operational excellence.
Together, the partnership creates a powerful platform for ongoing growth across Asia, building on Cross’s current portfolio of 28 hotels across Thailand, Indonesia, Vietnam, and Japan, with aspirations to expand further in the coming years.
What happens now?
Cross Hotels & Resorts will maintain operations from its Bangkok headquarters, overseeing existing properties and development initiatives. Even during the transition, Cross will benefit from Sono’s extensive network and resources, aligning perfectly with its current business patterns and expansion strategy.
According to Chief Executive Harry Thaliwal: “We are delighted to be joining forces with Sono International, whose regional insight and shared commitment to quality makes them a natural fit for our business. This partnership opens new opportunities for innovation and expansion, strengthening our position across key markets while staying true to what makes Cross unique. With Sono’s support, we will continue to enhance our portfolio, deliver outstanding experiences, and drive sustainable growth.”