Dusit announces new millennial-focused Asai Hotels brand

4 Apr 2018 by Craig Bright
Asai Hotels

Thai hotel group Dusit International has announced plans to launch a new brand called Asai Hotels that will be aimed at millennial travellers.

The new concept will encompass both city and resort destinations, with the brand officially set to launch in the first quarter of 2019 with the opening of a hotel in Bangkok’s Chatuchak Market. Dusit announced in May last year that it had plans to develop a property within the popular market as part of the upcoming Mixt Chatuchak multi-purpose development, but had not confirmed the brand under which the hotel would operate.

“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 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.”

Asai Hotels

Rooms within this new brand are set to be quite compact at about 15sqm (161 square feet), but will feature “superior quality beds” as well as rain showers. Outside of the rooms, Asai properties will also feature mixed-use spaces encompassing work and leisure areas, along with a sustainability-focused restaurant. For the upcoming Asai Chatuchak, this will take the form of a restaurant using produce from Thailand’s Royal Projects developed by Bangkok-based chefs, Jarrett Wrisley and Paolo Vitaletti, who were also behind Bangkok’s Soul Food Mahanakorn and Appia restaurants.

Guests will be able to check-in using self-service kiosks and the brand aims to collaborate with local online start-ups to offer personalised excursions and experiences.

So far a total of six properties have been confirmed for the new brand, including the Asai Chatuchak. Three of these are set to be located in Cebu, the Philippines, while another will be in Yangon’s Yankin township in Myanmar along with a second property in Bangkok in the city’s Sathorn district. Asai Hotels aims to have 10 new properties in the pipeline by the end of the year across Southeast Asia and Japan.

Dusit International currently plans to more than double its footprint from 27 to 70 hotels worldwide within the next four years.

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