Dusit, one of Thailand’s foremost
hotel and property development companies, has unveiled plans to
launch a new hotel brand.
ASAI Hotels will officially launch in Q1
2019 with its first hotel in Bangkok’s renowned Chatuchak Market.
Each hotel will feature compact rooms
(approximately 15 sqm), whose contemporary design will emphasize
key features like superior quality beds and high pressure rain
A large mixed-use space, meanwhile, will include a
work space, a leisure area, and a restaurant.
upcoming Chatuchak hotel, which is the only hotel to be located
within the world-famous market, this includes an eatery developed
by Bangkok-based chefs and restaurateurs, Jarrett Wrisley and
Paolo Vitaletti, whose own restaurants, Soul Food Mahanakorn and
Appia, are renowned for their sustainable approach to cooking.
Their menu at ASAI Chatuchak will highlight produce from
Thailand’s Royal Projects.
Each ASAI hotel worldwide will leverage
technology to streamline the booking and stay experience. This
includes the implementation of self check-in kiosks, and exclusive
online guides that link guests with authentic local experiences
and lesser-known attractions.
ASAI will also link with selected local online start-ups, such as TakeMeTour in Thailand, to offer personalised excursions.
Staff at each property will be hired for personality as much as
experience, and they will very much be the face of the brand,
expected to be passionate about their neighbourhoods and always
ready to share their knowledge with guests.
Chatuchak, five more properties are already confirmed in the
pipeline. This includes three ASAI Hotels in Cebu, Philippines (in Lapu-Lapu, Oslob, and the city centre); one hotel in Yangon,
Myanmar (in the historic Yankin Township); and a second hotel in
Bangkok (in the Sathorn district). All are expected to
open throughout 2019.
ASAI Hotels’ management team hopes to
secure over 10 properties in the pipeline by the end of the year
across Southeast 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.
“Inspired by community, and
driven by sustainability, ASAI is an exciting new concept for
Dusit that will leverage the company’s 70 years of hospitality
heritage to deliver a new kind of stay experience in vibrant neighbourhoods worldwide,” said Mr Siradej Donavanik, Managing
Director of Asai Holdings Co., Ltd., Dusit International. “The
brand has been carefully crafted to meet the needs of
millennial-minded travellers who seek authentic local experiences,
and who appreciate value and quality for money. ASAI is
not budget travel – this is an affordable lifestyle brand offering
something new, different and bespoke. Our collaborations with
local artisans in each destination will ensure each stay is
unique, memorable, and definitely worthy of our slogan – Live
Local. And everywhere we set foot we will always ensure we have a
Ms Suphajee Suthumpun, Group CEO, Dusit
International, said, “In line with our three-pronged strategy for
balance, expansion and diversification, the introduction of ASAI
Hotels will add an innovative new revenue stream to our company
that complements our traditional hospitality offerings and
actively responds to the needs and desires of millennial-minded
travellers. Recent detailed studies in America have shown
that, alongside a desire for local experiences, a majority 35% of
this segment prefer to stay in luxury and upscale resorts. The
majority also placed cost and security as chief concerns when
booking accommodation. ASAI is perfectly positioned to meet these
needs, and we look forward to making the brand a huge success.”
Dusit International is currently in a significant growth phase
which will see the company’s current portfolio of 27 hotels
surpass 70 worldwide within the next four years. The company’s
other hotel brands, which cover luxury and mid-market segments,
include: Dusit Thani, Dusit Devarana, Dusit Princess, and dusitD2.
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