Dusit International plans to add 10 hotel properties of the newly launched Asai brand a year across Asia, targeting millennial travellers.
From left Siradej Donavanik, Suphajee Suthumpun, Chanin Donavanik and Natapa Sriyuksiri at yesterday's launch of the Asai hotel brand.
The group expects to open the first domestic hotel, called Asai Chatuchak, and a second property in Bangkok's Sathon area by 2019.
Four more properties are planned overseas: three Asai hotels in Cebu, Philippines, and one in Yangon, Myanmar's biggest city. All are expected to open in 2019.
The Asai hotels will total about 1,000 rooms. The price is set at 1,700-1,900 baht a night, depending on location.
Suphajee Suthumpun, group chief executive of Dusit International, said the group hopes to secure four more deals this year, bringing the portfolio for the new brand to 10 properties.
The group also aims to add about 10 hotels a year in the future, she said.
Targeted destinations include Tokyo and Osaka in Japan; China; Manila; South Korea; and major domestic destinations like Koh Samui.
Ms Suphajee said the new hotels could be the group's own investment, joint ventures with partners or arrangements with a management contract.
Dusit International is in a significant growth phase that aims to see the company's portfolio of 27 hotels surpass 70 worldwide within the next four years.
The company's other hotel brands, which cover the luxury and mid-market segments, include Dusit Thani, Dusit Devarana, Dusit Princess and DusitD2.
Asai is the newest brand created to serve mainly young travellers with affordable rates, while the Dusit Thani in the Maldives offers the most expensive accommodation at up to 30,000 baht a night for a villa.
Siradej Donavanik, managing director of Asai Holdings Co, the company formed to operate Asai, said the new brand has been carefully crafted to meet the needs of millennial-minded travellers who seek authentic local experiences and appreciate value and quality for money.
"Asai is not budget travel -- this is an affordable lifestyle brand offering something new, different and bespoke," Mr Siradej said. "Our collaborations with local artisans in each destination will ensure each stay is unique, memorable and definitely worthy of our slogan, 'Live Local'. And everywhere we set foot we will always ensure we have a positive impact."
He said a recent study in the US showed that, alongside a desire for local experiences, 35% of the millennial segment prefer staying in luxury and upscale resorts. Cost and security were also chief concerns when booking accommodation.
The World Tourism Organisation predicts that the number of millennial travellers will account for 30% of overall tourists globally this year.
Many millennial travellers prefer to stay at non-international chains.
As a result, small boutique or non-branded hotels around the world are forecast to grow by 8% this year from 2017, with international hotel chains up just 2%.
Mr Siradej said Asai is perfectly positioned to meet millennial needs and looks forward to making the brand a huge success.