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.”