Dusit rolls out the new ASAI brand

Thailand’s Dusit Hotels and Resorts is rolling our a new ASAI brand which is reportedly aimed at millennial curious-minded travellers promising ‘authentic local experiences in vibrant cities and resort destinations worldwide’.

Set to officially launch in the opening quarter of 2019 with its first hotel in Bangkok’s renowned Chatuchak Market, 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 other words it won’t be five-star and they’re going to get some locals to help with the decorating)

According to their media release “…in line with the four core pillars of the brand – Thoughtful Essentials, Common Areas, Locally Inspired and Connected Community – each hotel will feature compact rooms of around 15 square metres, 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 cosy and efficient work space, a leisure area, and a restaurant concept curated by local chefs who champion sustainability”, the company said on Tuesday.

Alongside ASAI Chatuchak, five more properties are already confirmed in the pipeline – three ASAI Hotels in Cebu, in the Philippines – in Lapu-Lapu, Oslob and the city centre; one hotel in Yangon, in the historic Yankin township of the former Myanmar capital; and a second hotel in Bangkok, in the stylish Sathon district. All are expected to open next year.

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.

“Each ASAI hotel worldwide will leverage technology to streamline the booking and stay experience. This includes the implementation of self check-in kiosks, and exclusive online guides that link guests with authentic local experiences and lesser-known, but Instagram-worthy, attractions. ASAI will also link with selected local online start-ups, such as TakeMeTour in Thailand, to offer personalised excursions.”

Dusit’s other brands include Dusit Thani, Dusit Devarana, Dusit Princess, and dusitD2.