Cross Hotels & Resorts

Name

Cross Hotels & Resorts

Legal name

Cross Hotels & Resorts

Website

https://crosshotelsandresorts.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Hospitality Services

NAICS

Hotels (except Casino Hotels) and Motels (72111), Hotels (except Casino Hotels) and Motels (721110)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Luxury Boutique & Lifestyle Resorts (THAGACAO)

akta.pro secondary industries

Boutique Resorts (Small-Scale Resorts) (THAGADAJ), Luxury Villas & Residences Resorts (THAGACAM), Beachfront & Island Luxury Resorts (THAGACAA)

Keywords

• Hotel management services
• Luxury hospitality brands
• Hotel loyalty programs
• Boutique city hotels
• Beachfront resort properties

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Hotel Accommodations: Revenue generated from room bookings across their portfolio of luxury hotels and family-friendly resorts in Thailand, Indonesia, Japan, Vietnam, and Korea. Offers include direct booking with member benefits, seasonal packages for couples, families, and business travelers, and multi-destination combo bookings.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Cross Hotels & Resorts operates and manages a multi-brand portfolio of hotels and resorts across Asia Pacific — spanning luxury, boutique city, modern transit, and curated villa/resort segments — sold primarily through a direct-to-consumer booking website with member-rate discounts and a loyalty program. The portfolio covers properties in Thailand, Indonesia, Japan, Vietnam, and Korea, and supports multi-destination combo reservations under one booking for travelers touring the region.

Product overview

SONO Hotels & Resorts Asia operates a multi-brand hospitality platform across Thailand, Indonesia, Japan, and Vietnam. The portfolio consists of five distinct hotel brands: Cross (luxury full-service hotels), Cross Vibe (boutique city hotels for young travelers), Away (resort and retreat properties), Lumen (modern city hotels near transit), and Cross Collection (curated boutique villas and resorts). Properties span destinations including Bali, Bangkok, Chiang Mai, Pattaya, Vietnam (Hai Phong), Japan (Nagoya), and Korea. The company also operates a loyalty program offering member-exclusive rates, upgrades, and dining/spa discounts across its portfolio. Multi-destination bookings are supported through a combined booking system.

Differentiator

Problem solved

Functional benefit

Brands

• Cross: Luxury hotel brand offering upscale hospitality experiences
• Cross Vibe
• Away
• Lumen
• Cross Collection

Products and services

• Cross Hotels Luxury hotel brand featuring upscale properties in prime locations across Asia, including Cross Paasha Bali Seminyak, Cross Bali Breakers, Cross Chiang Mai Riverside, Cross Pattaya Pratamnak, and Cross Celesta Nusa Penida, targeting travelers seeking full-service luxury accommodations.
• Cross Vibe Hotels Boutique city hotel brand targeting young travelers and digital nomads, with properties in Bangkok (Srinakarin, Sukhumvit, Paasha Atelier Bali Kuta) and Chiang Mai offering modern accommodations with contemporary amenities.
• Away Hotels & Resorts Resort-focused brand offering beachfront and urban retreat properties including Away Bali Legian Camakila, Away Bangkok Riverside Kene, Away Bangkok Sukhumvit, and Away Chiang Mai Thapae (a vegan retreat), targeting leisure and wellness travelers.
• Lumen Hotels Modern city hotel brand with properties in Bangkok (Lumen Bangkok Udomsuk Station and Lumen Bangkok Srinakarin) offering contemporary accommodations near transit hubs, targeting business and modern leisure travelers.
• Cross Collection Collection of curated boutique properties including TanaDewa Villas Nusa Dua Bali and TanaDewa Resort Ubud Bali, offering premium villa and resort experiences with personalized services for luxury leisure travelers.
• SONO Asia Loyalty Program Free loyalty membership program offering 10% discount on advance purchase and best available rates, priority room upgrades, priority late check-out at 2pm, 10% dining discount, 10% spa discount, and complimentary breakfast for up to 2 children under 12 when booking breakfast-inclusive rates across the Cross Hotels & Resorts portfolio.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Banyan Tree Group: Singapore-based luxury resort and villa operator with strong presence in Bali, Phuket, and other Asian leisure destinations. Comparable to SONO's Cross Collection and Away resort brands in the luxury beachfront and villa segment.
• ONYX Hospitality Group: Thailand-based multi-brand hotel operator (Amari, OZO, Shama) operating across Asia Pacific. Directly comparable to SONO in geographic focus, multi-brand portfolio structure, and target customer segments across luxury, boutique, and serviced residences.
• Minor Hotels: Operates Anantara, AVANI, Tivoli, and NH Collection brands across Asia, Middle East, Africa, and Europe. Closely comparable multi-brand Asia-focused hospitality operator with luxury and lifestyle positioning overlapping SONO's Cross and Cross Collection.
• Dusit International: Thai luxury hotel operator (Dusit Thani, dusitD2, Aspira) with strong presence in Thailand, Indonesia, and emerging Asia. Directly comparable portfolio mix and family-friendly luxury positioning to SONO's Cross brand.
• Centara Hotels & Resorts: Thailand-headquartered hotel group with a broad portfolio of luxury and family resorts across Thailand, Southeast Asia, and beyond. Competes directly with SONO's Cross and Away brands in key destinations like Bangkok, Pattaya, and Bali.

Broad incumbents

• Accor: Global hospitality group with deep Asia Pacific luxury and lifestyle presence (Sofitel, MGallery, Pullman, Mondrian). Directly comparable in city and resort destinations where SONO operates, with a much larger loyalty database (ALL).
• Hilton Worldwide: Global hotel major with strong Asia Pacific expansion, including luxury (Conrad, Waldorf), premium (Hilton, DoubleTree), and lifestyle (Curio, Canopy) brands. Competes broadly with SONO across multiple price tiers and geographies.
• Marriott International: Global hospitality giant with extensive Asia Pacific presence across luxury (Ritz-Carlton, St. Regis, W), premium (Marriott, Sheraton), and select-service brands. Represents the dominant competitive incumbent in the same destinations as SONO.

Emerging players

• Six Senses Hotels Resorts Spas: Luxury boutique resort and wellness-focused hotel brand (now part of IHG) operating in Bali, Thailand, and across Asia. Comparable as a niche luxury resort operator pursuing wellness and experiential positioning overlapping SONO's Away Chiang Mai vegan retreat.
• Capella Hotel Group: Singapore-based luxury boutique hotel operator with properties in Bangkok, Bali, and other Asian cultural destinations. Comparable as a smaller, design-forward luxury operator competing in the same destinations as SONO's Cross Collection.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/crosshotels

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cross Hotels & Resorts