Dusit unveils new ASAI Hotels brand

Thai hotel group Dusit has unveiled details of a new millennial focused lifestyle brand.

ASAI Hotels will launch early next year with its first location at Bangkok’s Chatuchak Market.

The company has devised ‘four core pillars’ for the brand – Thoughtful Essentials, Common Areas, Locally Inspired and Connected Community.

Design will be contemporary and rooms compact, measuring just 15 sq m.

Each ASAI hotel will have a large mixed-use space, a leisure area, self-check-in kiosks and a restaurant concept.

In addition to ASAI Chatuchak, a second Bangkok property, in Sathorn, is in the pipeline along with three more in Cebu, Philippines and one in Yangon, Myanmar.

All are expected to open during 2019.

"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," said Siradej Donavanik, managing director of Asai Holdings Co.

Suphajee Suthumpun, Group CEO of Dusit International, said: "The introduction of ASAI Hotels will add an innovative new revenue stream to our company that complements our traditional hospitality offerings and actively responds to the needs and desires of millennial-minded travellers."