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Dusit launches new ‘affordable’ brand ASAI

Sep 02. 2020
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By The Nation

Dusit International, a top hotel and property development company in Thailand, will begin rolling out its new ASAI Hotels brand this month with the opening of ASAI Bangkok Chinatown, followed by six more properties all operating under a new hotel concept Dusit believes will be key to sustainable and profitable growth in the new normal.

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.

The ASAI brand will initially serve domestic travellers seeking authentic experiences in Bangkok’s historic Chinatown district and the culturally rich old Bangkok.

Another ASAI hotel will open within 12 months in the capital’s stylish Sathorn district, followed by one in the Philippine’s Cebu island, one in Yangon’s old Yankin area and one in Kyoto, Japan.

“With its agile management structure, streamlined design 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 Suphajee Suthumpun, group CEO of Dusit International.

Opening on September 15, ASAI Bangkok Chinatown features 224 compact rooms (ranging from 18 to 26 square metres).

Located adjacent to Yaowarat Road, only 100 metres from Wat Mangkon MRT underground station, the hotel also puts guests in the heart of a vibrant neighbourhood renowned for its lively fresh markets, historic temples, traditional shophouses, coffee shops and a vast array of streetside eateries.

The Rattanakosin Island area, home to the Grand Palace and Wat Pho, is only two stations away on the MRT. The city’s major commercial districts can also be easily reached via the underground network.

Related story: Dusit announces big expansion plans in India

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