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Dusit International introduces new hotel brand for ‘millennial-minded’ travellers

ASAI Hotels to offer authentic local experiences in the world’s most vibrant neighbourhoods

Dusit International, one of Thailand’s foremost hotel and property development companies, has introduced ASAI Hotels, a distinctive new brand designed to link curious, millennial-minded travellers with authentic local experiences in vibrant cities and resort destinations worldwide.

Set to officially launch in Q1 2020 with its first hotel in Bangkok’s renowned Chinatown district, ASAI Hotels embraces a sustainable, community-focused concept, with each property designed to reflect the culture and heritage of its location through collaborations with local artisans.

In line with the four key pillars of the ASAI brand – Thoughtful Essentials, Common Ground, Authentic Connections, and a Sustainable Ecosystem – each hotel will feature compact rooms (approximately 15 – 22 sq m), whose contemporary design will emphasize key features like superior quality beds and high-pressure rain showers. A large mixed-use space, meanwhile, will include a comfortable and efficient work space, a leisure area, and a restaurant concept curated by local chefs who champion sustainability.

In the upcoming ASAI Bangkok Chinatown hotel, this includes pop-up restaurant concept featuring a seasonal farm-driven menu curated in collaboration with Paolo Vitaletti and Jarrett Wrisley of Appia, Peppina and Soul Food Mahanakorn restaurants in Bangkok.

To further promote sustainable agriculture, the hotel has also partnered with Akha Ama, a socially empowered enterprise growing coffee in northern Thailand, to source 100% Arabica beans from the project.

Staff at ASAI Hotels 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.

Alongside ASAI Bangkok Chinatown, five more properties are already confirmed in the pipeline. This includes three ASAI Hotels in Cebu, Philippines (in Mactan, Oslob, and IT Park); one hotel in Yangon, Myanmar (in the historic Yankin Township); and a second hotel in Bangkok (in the stylish Sathorn district). These properties are expected to open from mid-2020 onwards.

“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 positive impact.”

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.”