Breaking its convention of having hotel brands starting with the letter D (Dusit Thani, Dusit Devarana, Dusit Princess and dusitD2), Thai hospitality group Dusit International has unveiled Asai Hotels, a new affordable lifestyle brand targeted at the millennial-minded and scheduled to debut in Bangkok’s Chatuchak in 1Q2019.
In line with the brand’s four pillars – thoughtful essentials, common areas, locally inspired and connected community – Asai properties will feature compact rooms (each approximately 15m2), and a mixed-use space taking in work and leisure areas as well as a restaurant.
Each Asai hotel will also leverage technology, availing self check-in kiosks and online guides to local attractions for example. Asai will also tie up with selected local online start-ups, such as TakeMeTour in Thailand, to offer personalised excursions.
The debuting property, Asai Chatuchak, will open as the only hotel located within the popular weekend market. It will feature an eatery developed by Jarrett Wrisley and Paolo Vitaletti, Bangkok-based chefs and restaurateurs known for their sustainable approach to cooking, and their menus at Asai Chatuchak will highlight produce from Thailand’s Royal Projects.
Five more Asai properties are expected to open throughout 2019, three in Cebu, Philippines (in Lapu-Lapu, Oslob, and the city centre); one in Yangon’s historic Yankin Township; and a second hotel in Bangkok in the Sathorn district.
By the end of this year, Asai Hotels’ management team hopes to secure over 10 properties across South-east Asia and Japan. This includes owned and joint-venture properties as well as properties under hotel management agreements. Australia, Europe and Central America are also on the radar for potential projects.
Suphajee Suthumpun, Group CEO, Dusit International, commented: “In line with our three-pronged strategy for balance, expansion and diversification, the introduction of Asai Hotels will add a new innovative revenue stream to our company that complements our traditional hospitality offerings and actively responds to the needs and desires of millennial-minded travellers.”
Dusit International is in a growth phase that will see its current portfolio of 27 hotels surpass 70 worldwide within the next four years.