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Dusit International unveils new hotel brand for millennial-minded travellers

A. HUB mixed-use space

Dusit International, Thailand’s pride in the hotel industry, has introduced a new hotel brand – ASAI Hotels – designed for millennial-minded travellers who want local and authentic experiences in the world’s most vibrant neighbourhoods. 

Launched in Bangkok’s renowned Chatuchak Market, ASAI Hotels embraces a sustainable and community-focused concept. Each property is designed to reflect the culture and heritage of its location through collaborations with local artisans. ASAI Hotels will officially launch in Q1 2019.

“This is an affordable lifestyle brand offering something new, different and bespoke”

“Inspired by the 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 Siradej Donavanik, managing director of Asai Holdings, 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 their 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 positive impact.”

The ASAI Hotels brand stands on four pillars: thoughtful essentials, common areas, locally inspired and connected community.

Each hotel will feature compact rooms (approximately 15 sqm), whose contemporary design will emphasise key features like superior quality beds and high-pressure rain showers. A large mixed-use space, meanwhile, will include a workspace, a leisure area, and a restaurant concept curated by local chefs who champion sustainability.

The first ASAI hotel in Chatuchak Market will include an eatery developed by Bangkok-based chefs and restaurateurs, Jarrett Wrisley and Paolo Vitaletti. They own the restaurants, Soul Food Mahanakorn and Appia, which are both renowned for their sustainable approach to cooking. Their menu at ASAI Chatuchak will highlight produce from Thailand’s Royal Project Foundation.

As for the staff, management will hire employees according to personality as much as experience. They are expected to be passionate about their neighbourhoods and always ready to share knowledge with guests.

L to R: Siradej Donavanik, Asai Holdings; Suphajee Suthumpun and Chanin Donavanik, Dusit International; Natapa Sriyuksiri, ASAI Hotels

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.”

“35% of this segment prefer to stay in luxury and upscale resorts”

“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.”

First-floor bar concept image

Aside from ASAI Chatuchak, five more properties are already in the pipeline. This includes three ASAI Hotels in Cebu City in the Philippines, one in Yangon, Myanmar, and another hotel in Bangkok in the Sathorn district.

All are expected to open throughout 2019 and ASAI Hotels hopes to secure over 10 properties by the end of the year across Southeast Asia and Japan.

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