Cross Hotels & Resorts, one of Southeast Asia’s fastest-growing hospitality brands, will become part of Sono International Co. Ltd., a leading South Korean hospitality group. Flight Centre Travel Group, Cross’s parent company, has agreed to sell the business, creating a strategic partnership between the two organisations.

The acquisition is designed to combine Cross Hotels & Resorts’ expertise in lifestyle, wellness, and luxury hospitality with Sono International’s deep knowledge of the Asian travel market and operational capabilities. Cross currently operates 28 hotels across Thailand, Indonesia, Vietnam, and Japan, and both parties plan to further expand the portfolio in the coming years.

Harry Thaliwal, CEO of Cross Hotels & Resorts, said: “We are delighted to be joining forces with Sono International, whose regional insight and shared commitment to quality make 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.”

Under the terms of the deal, Cross Hotels & Resorts will continue to operate from its Bangkok headquarters, managing its existing properties and development projects while benefiting from Sono’s extensive regional network. The integration is expected to align closely with Cross’s current business patterns and long-term growth strategy.

The partnership aims to create a platform for continued innovation in the hospitality sector, leveraging the combined strengths of both companies to deliver exceptional guest experiences. Cross Hotels & Resorts will maintain its brand identity and operational standards while tapping into Sono’s resources and industry expertise to accelerate expansion and strategic initiatives across Asia.

Further announcements regarding new hotel openings, brand developments, and other strategic moves are expected in due course, signalling an active growth phase for the combined hospitality group.