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About Us

Centia was borne out of the passion by both its founders Jude Allen and I Z Melvin to train and develop hoteliers for a growing hospitality industry in dire need of a skilled and knowledgeable workforce.

Established in 2014, Centia and has developed training programs for every facet of the hospitality designed for senior hoteliers as well as those starting their careers. Each program takes into consideration prevailing technologies, modern state-of-the-art techniques in hospitality management and delivery and learning methodologies relevant to an adult learning environment.

Our Team

01. Our Team

Seasoned Hotelier & 
HRDF Certified Trainer 

Jude Allen

Co-Founder and HRDF Trainer

Jude has 43 years of experience in the hospitality industry from the conceptualisation and development of hotels to the management and operations of hotels of various sophistication in more than 8 countries. His experience in the industry includes Development, Finance, Strategy, Management, Marketing and Operations.

He studied Industrial Engineering as an undergrad and Business Administration and Financial Engineering for his Post Graduate studies. He is an ex-Area director of Hilton International and former Executive Director of Radisson Asia Pacific.
Jude is a Certified HRDF Trainer.


I.Z Melvin
Seasoned Hotelier &
HRDF Certified Trainer 

I. Z. Melvin

Co-Founder and HRDF Trainer

Melvin is a familiar name in the hotel industry in Malaysia. Armed with more than 42 years of hotel industry experience, he is well versed with every aspect of hotel operations and administration. He has served in various senior capacities in hotel operations in Malaysia, Australia, Switzerland, and Sri Lanka.

Melvin has undergone several professional Development programs at Cornell University at Ithaca, New York and at the University of Hawaii at Manoa. He also attended Radisson U & Hilton International Hospitality Executive Training programs. Melvin is also a Certified HRDF Trainer and RPL Assessor (Recognition of Prior Learning) in upgrading skilled employees to Level 4 Diploma validated by the Great Britain College Consortium (Cardiff & Vale College, Wales; Cornwall College, England: North East Scotland College, Scotland and South West College, Ireland).

Melvin has 23 years as a Hotel General Manager in various international branded hotels. He has been involved in 9 hotel pre-openings and several hotel property turnarounds both locally and internationally. He had also served senior positions at Genting Group, Regent International, Radisson International, Signforce Hospitality, Maya Kuala Lumpur and Lumira Hotels & Resorts International.

Asrul Sari Ridzwan
Senior Technical Advisor 

Asrul Sari Ridzwan

Senior Technical Advisor & Architect

Asrul has more than 13 years’ experience in the hospitality industry and has been involved in the development, systems and processes, design and blue printing service delivery mechanisms as well as maintenance and operations of hotels.

He graduated with a Diploma in Architecture from University Technology Malaysia and has been involved in a number of prestigious developments which include The Zouk Club / Velvet Underground and Perbadanan Putrajaya Complex & Putrajaya Diplomatic Enclave (now Natural History Museum)) in Putrajaya. Asrul has also been integral in the interior design and fit-put work at 2 Hampshire on Persiaran Hampshire, Troika Show Unit, Park House Singapore and The Maple Residence Common Lobby. In the food and beverage arena, Asrul has played a significant role in the design of Alexis at Bangsar Shopping Centre, Gudang Studio and the Gardens at Mid Valley.

Asrul’s visualization skills, his analytical ability and systems thinking play a vital role in the development of the training programs and content for the hospitality industry.

02. Our Past Clients & Experiences

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Past Clients
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