Cross Hotels & Resorts has introduced its ‘destination-centric’ and hybrid hotel brand, Lumen, by opening Lumen Bangkok Udomsuk Station in Thailand. 

The brand is noted to highlight the company’s commitment to tailored guest experiences, with the tagline ‘A Brighter Way to Stay’. 

Each Lumen hotel aims to reflect the local culture and provide curated signatures that resonate with the destination. 

Cross Hotels & Resorts CEO Harry Thaliwal said: “Lumen is a special hospitality brand that truly matches the destination to the product, making it a really unique proposition. It is a brand that adapts to its neighbourhood and brings the local community into its fold.  

“Our unique firefly icon symbolises the constant sparkle and warmth that we aim to add to every guest’s experience.” 

The alliance with Italmar (Thailand) is the second joint venture following the launch of Cross Vibe Bangkok Sukhumvit in 2017.  

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Italmar (Thailand) chairman Direk Vongvairoj said: “Lumen is an exciting offering that allows us to pioneer the development of Udomsuk and the eastern part of Bangkok.” 

The new property has 102 guest rooms and offers dining options.  

Among other amenities provided at the property include a rooftop infinity pool, a gym, a family-friendly game room, a co-working space with an attached boardroom, and a 24-hour bar.  

The hotel’s location offers convenient access to Suvarnabhumi International Airport. 

Cross Hotels & Resorts’ portfolio currently includes 28 hotels across Indonesia, Thailand, Japan, and Vietnam, under six brands.