Dusit launches new hotel brand ‘Asai’ in Thailand

Dusit will launch a new hotel brand this month with the very first Asai hotel opening its doors in Thailand’s capital city on 15 September, followed by six more Asai properties in Thailand as well as overseas.

Asai Hotels is Dusit’s sixth hotel brand and represents the company’s expansion into the affordable lifestyle segment of the lodging spectrum. Its other brands – namely Dusit Thani, dusitD2, Dusit Princess, Dusit Devarana, and Elite Havens – cover upper-midscale through to luxury.

“With its highly agile management structure, streamlined designs, and limited personnel, the Asai Hotels business model is compact, sustainable and efficient, and ultimately serves as a cost-effective, fitting solution for continuing to grow our business and expand our presence in the new normal,” said Dusit International Group CEO Suphajee Suthumpun. 

“By expanding our offerings across the lodging spectrum, we are not only tapping into the fast-growing market of millennial-minded customers who desire local experiences, but we are also offering new stay experiences to our existing customers too. Collaborations with local restaurateurs and artisans, and sustainable sourcing of produce, are just some of the elements we have in place to capture the attention of the market as a whole, and we believe this integrated community approach will be vital to success in our industry following the deep social and economic impact of COVID19.”

Opening on 15 September, Asai Bangkok Chinatown features 224 rooms ranging in size from 18 to 26 sqm. Each room’s contemporary and clean design emphasises in-stay essentials, such as superior quality beds, high-pressure rain showers, luggage space, and a work desk with USB charging station.

A large communal area, meanwhile, includes large and comfortable work areas, a small gym, a bar highlighting craft beers and creative cocktails, a large courtyard with organic herb garden, and Jam Jam restaurant serving a creative twist on local and international favourites.

Another Asai hotel will open within 12 months in Bangkok’s stylish Sathorn district, followed by three Asai Hotels in Cebu, the Philippines; one Asai hotel in the old Yankin area of Yangon, Myanmar; and one Asai hotel in Kyoto, Japan.

In line with Asai Hotel’s overall concept, Live Local, each hotel in the Asai portfolio will be geared to reflect its local character in terms of design, style and restaurant offering. This approach will be evident when Asai Hotels opens its second hotel, in Bangkok’s Sathorn district, which will fully embrace the modernity of its inner-city setting to offer a complementary-yet-distinctive stay experience that differentiates it from the Chinatown property.