BANGKOK - Dusit International, one of Thailand's leading hotel and property development companies, will begin rolling out its new ASAI Hotels brand this September with the opening of ASAI Bangkok Chinatown in the heart of the city's renowned Chinatown district, followed by six more properties all operating under a thoughtfully lean hotel concept Dusit believes will be key to sustainable and profitable growth in the new normal.Designed to link millennial-minded travellers with authentic local experiences in the world's most vibrant neighbourhoods, ASAI Hotels is Dusit's sixth hotel brand and represents the company's expansion into the affordable lifestyle segment of the lodging spectrum. Its other brands - namely Dusit Thani, dusitD2, Dusit Princess, Dusit Devarana, and Elite Havens - cover upper-midscale through to luxury.
Drawing on Dusit's unique brand of Thai-inspired gracious hospitality, ASAI Hotels is positioned to offer lean-luxury by providing thoughtfully pared-back services while focusing on in-stay essentials. Large communal spaces featuring sustainable and locally inspired lifestyle and dining experiences will be central to its offerings.
Starting this September, the brand will initially serve domestic travellers seeking authentic experiences in Bangkok's historic Chinatown district and culturally rich Old Town. Another ASAI hotel will open within 12 months in Bangkok's stylish Sathorn district, followed by three ASAI Hotels in Cebu, the Philippines; one ASAI hotel in the old Yankin area of Yangon, Myanmar; and one ASAI hotel in Kyoto, Japan.
Dusit International believes the ASAI Hotels concept is well-positioned to meet the challenges of a post-COVID-19 world and deliver long-term value for hotel owners, investors and other key stakeholders.
"With its highly agile management structure, streamlined designs, and limited personnel, the ASAI Hotels business model is compact, sustainable and efficient, and ultimately serves as a cost-effective, fitting solution for continuing to grow our business and expand our presence in the new normal," said Ms Suphajee Suthumpun, Group CEO, Dusit International. "By expanding our offerings across the lodging spectrum, we are not only tapping into the fast-growing market of millennial-minded customers who desire local experiences, but we are also offering new stay experiences to our existing customers too.
Collaborations with local restaurateurs and artisans, and sustainable sourcing of produce, are just some of the elements we have in place to capture the attention of the market as a whole, and we believe this integrated community approach will be vital to success in our industry following the deep social and economic impact of COVID-19."