Thai hospitality group Dusit International has rolled out its new hotel brand this month, with the opening of ASAI Bangkok Chinatown.

This affordable new hotel brand by the leading Thai hotel and property development company targets millennial-minded travellers seeking authentic local experience. We take a detailed look at the brand’s debut property, and consider its future expansion plans.

Introducing a sustainable hotel concept

ASAI Bangkok Chinatown’s September 2020 debut signifies the launch of Dusit’s new hotel brand, ASAI Hotels, a lean and sustainable hotel concept well-suited to meeting the challenges of the new normal. As Dusit’s sixth hotel brand in total, this launch represents the company’s expansion into affordable hospitality. The initial opening will be followed by six more properties, which will all operate under the same concept.

Through its Live Local philosophy, ASAI Hotels will deliver authentic experiences in some of the world’s most vibrant neighbourhoods. The brand’s lean-luxury concept will complement this experience with thoughtfully pared-back services and communal spaces distinguished by the brand’s sustainable ethos and local inspiration. Dusit also believes the brand is well-positioned to rise to the challenges of the post-Covid19 world to deliver long-term value for hotel owners, investors and stakeholders.

“With its highly agile management structure, streamlined designs, 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, Dusit International. “By expanding our offerings across the lodging spectrum, we are not only tapping into the fast-growing market of millennial-minded customers who desire local experiences, but we are also offering new stay experiences to our existing customers too.”

Neighbourhood inspiration in Bangkok

Contemporary in design, each of ASAI Bangkok Chinatown’s 224 compact rooms places emphasis on essentials such as superior quality beds, work spaces and rain showers, while communal areas include a gym, a bar offering craft beers and creative cocktails, the Jam Jam restaurant and a large courtyard. Located near Wat Mangkon MRT station, the hotel is at the heart of an area celebrated for its markets, coffee shops, temples and historic shophouses.

“Easily accessible and equipped to cater to the needs of all kinds of travellers, from solo and groups to business and leisure, ASAI Bangkok Chinatown is a great option for lodging in Bangkok’s fascinating Old Town,” said Siradej Donavanik, managing director, ASAI Holdings Company, which operates ASAI Hotels. “We have all the elements in place to appeal to the tastes of modern travellers who appreciate sustainability and who want to experience the true essence of a destination.

It’s expected that the brand’s Live Local concept will become more evident with each new opening. Another ASAI Hotel is set to open in Bangkok’s stylish Sathorn district within the next year, which will then be followed by sites in Cebu, the Philippines; Yangon, Myanmar; and Kyoto, Japan.

Let’s take a look at some other hotel projects by Dusit International: