Dusit to debut millennial-friendly brand Asai

Breaking its convention of having hotel brands starting with the letter D (Dusit Thani, Dusit Devarana, Dusit Princess and dusitD2), Thai hospitality group Dusit International has unveiled Asai Hotels, a new affordable lifestyle brand targeted at the millennial-minded and scheduled to debut in Bangkok’s Chatuchak in 1Q2019.

In line with the brand’s four pillars – thoughtful essentials, common areas, locally inspired and connected community – Asai properties will feature compact rooms (each approximately 15m²), and a mixed-use space taking in work and leisure areas as well as a restaurant.

Each Asai hotel will also leverage technology, availing self check-in kiosks and online guides to local attractions for example. Asai will also tie up with selected local online start-ups, such as TakeMeTour in Thailand, to offer personalised excursions.

The debuting property, Asai Chatuchak, will open as the only hotel located within the popular weekend market. It will feature an eatery developed by Jarrett Wrisley and Paolo Vitaletti, Bangkok-based chefs and restaurateurs known for their sustainable approach to cooking, and their menus at Asai Chatuchak will highlight produce from Thailand’s Royal Projects.

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