Dusit International to launch new brand

Martha Elwell Martha Elwell Uploaded 09 April 2018

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Thailand: Dusit International has introduced ASAI Hotels

Thai hotel and property development company ASAI has introduced ASAI Hotels, a new brand targeted at millennial-minded travellers.

ASAI Hotels will embrace a sustainable, community-focused concept, with each property designed to reflect the culture and heritage of its location through collaborations with local artisans.

Each ASAI hotel will use technology to improve the booking and stay experience. This will include the implementation of self check-in kiosks and exclusive online guides that link guests with local experiences.

ASAI will also connect with selected local online start-ups, such as TakeMeTour in Thailand, to offer personalised excursions. Staff at each property will act as the face of the brand, expected to be passionate about their neighbourhoods and ready to share their knowledge with guests.

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.

Siradej Donavanik, managing director of Asai Holdings, Dusit International said: "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. 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."

He added: "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."

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