Dusit shakes up brand lineup

Thai-headquartered hotel and property development firm, Dusit International, is launching a new soft brand and retooling one of its existing luxury lines.

The brand lineup now includes Dusit Collection and Devarana – Dusit Retreats.

Extended reach

Building on the strength of Dusit’s existing portfolio, which encompasses Dusit Thani (luxury), Dusit Suites (upper upscale), dusitD2 (upscale), Dusit Princess (upper midscale), Asai Hotels (midscale lifestyle), and Elite Havens (luxury villa rentals), the new brands extend Dusit’s reach across the lodging spectrum to deliver fresh and immersive experiences for guests.

They are also designed to open new avenues for Dusit to enter untapped markets, furthering its global expansion objectives.

Soft brand addition

Serving as a soft brand that can be applied to distinctive, standalone properties with unique stories to tell, Dusit Collection is aimed at directly tapping into rising global demand for unique and authentic travel experiences and represents a sophisticated and personalised approach to property development, service, and guest engagement.

Focusing on the upper upscale and luxury segments, Dusit Collection has been envisaged to comprise a thoughtfully curated selection of captivating hotels in iconic destinations, each distinguished by their unique architecture, tasteful design, and distinctive locales brimming with profound and memorable moments.

Collection concept

The Dusit Collection concept also allows owners of iconic properties to safeguard the individuality and charm of their establishments while integrating into the Dusit family, all without the complexities of rebranding or extensive renovations typically associated with Dusit’s established core brands.

From former palaces in historic cities to boutique seaside sanctuaries, from Asia to the Middle East to Europe and beyond, Dusit is actively exploring multiple opportunities for luxurious Dusit Collection properties, and with strong interest from various parties, the company expects to announce its first official signings soon.

Stakeholder benefits

Gilles Cretallaz, COO, Dusit International, said: “This streamlined, cost-effective model has numerous benefits for all stakeholders. Owners immediately gain access to our robust commercial support and seasoned management expertise while maintaining the distinct look and feel of their properties.

“Dusit benefits from an agile market entry strategy and can cultivate substantial value from properties that don’t precisely fit our core brands. Most importantly, our guests benefit from new opportunities to forge deep bonds with destinations at distinctive properties steeped in history and character.”

Luxury brand reimagining

The second new brand Dusit has introduced is a reimagining of its former luxury brand, Devarana, which has been renamed Devarana – Dusit Retreats and enhanced to deliver enriching and transformational stay experiences in the ultra-luxury segment.

Embracing the success of Dusit’s group-wide wellness concept, Devarana Wellness, which weaves well-being elements throughout the entire guest experience at Dusit Hotels and Resorts worldwide, Devarana – Dusit Retreats aims to take this holistic approach further by delivering bespoke healing experiences at private sanctuaries in exclusive destinations around the globe.

Inspired by traditional Thai wellness principles and sustainable and regenerative travel, Devarana – Dusit Retreats will focus on meeting the aspirational needs of guests and deliver a synergy of nature, community, ancient healing principles, regenerative spaces, impressive architecture and design, and curated activities and wellness programmes. 

First retreat

The first property under Devarana – Dusit Retreats, a rebranding of one of Dusit’s existing properties in China, is slated to open this October.

Based on current interest in the brand, Cretallaz expects Dusit to sign multiple Devarana – Dusit Retreats before the end of the year: “The response to Devarana – Dusit Retreats from potential partners has been fantastic, and discussions are already underway to formalise agreements for properties in Europe, the Middle East, and several locations in China.

“The global pandemic propelled wellness into the mainstream, and the wellness industry is projected to sustain its remarkable growth far into the future. Capitalising on our expertise and optimising our know-how in this area, we are ideally positioned to deliver a hotel product that puts well-being and transformative experiences at its core, ensuring enduring value for all stakeholders involved.”

Portfolio refinement

Dusit’s portfolio currently comprises 55 properties operating under Dusit Hotels and Resorts, and over 230 luxury villas under Elite Havens, across 19 countries. More than 60 Dusit Hotels and Resorts are in the pipeline, and 22 additional signings are targeted this year.

Cretallaz concluded: “In response to the profound impact of the global pandemic, we recognised the importance of refining our brand portfolio to resonate with evolving market demands and help drive expansion in the post-pandemic world,” 

“Over the past few years, we have meticulously enhanced each of our brands to deliver additional convenience, experience, and value for our guests. Today, with the introduction of Dusit Collection and Devarana – Dusit Retreats, we are delighted to expand our offerings even further across the lodging spectrum, delivering an entire ecosystem of brands from boutique lifestyle to luxury wellness, all united by our signature Thai-inspired gracious hospitality. With this strong foundation in place, we are well-positioned to energise our future and look forward to many exciting openings to come.”