02 Oct
Dusit International plans to expand its hotel brand portfolio with two new brands: Dusit Collection and Devarana – Dusit Retreats.
These brands build on the strength of Dusit’s existing range, which includes Dusit Thani (luxury), Dusit Suites (upper upscale), dusitD2 (upscale), Dusit Princess (upper midscale), ASAI Hotels (midscale lifestyle), and Elite Havens (luxury villa rentals). By adding these new options, Dusit will offer more immersive experiences across different accommodation levels.
The expansion also opens doors to new markets. Dusit Collection serves as a soft brand for unique, standalone properties with rich narratives. It meets the rising demand for distinctive and authentic travel experiences. The brand emphasizes a personalized approach to property development, service, and guest interaction.
Dusit Hotels Expansion and New Brands
Dusit Collection targets the upper upscale and luxury sectors. It features a carefully curated selection of captivating hotels in iconic destinations. Each hotel stands out for its exceptional architecture, tasteful design, and unique locations filled with meaningful moments.
The Dusit Collection allows owners to maintain the individuality and charm of their properties. They can integrate into the Dusit family without the complexity of rebranding or costly renovations.
“This streamlined, cost-effective model benefits all stakeholders,” said Mr. Gilles Cretallaz, COO of Dusit International. “Owners get our strong commercial support and expert management while keeping the distinct character of their properties. Dusit gains a flexible entry strategy and the chance to create value from properties that don’t align with our core brands.”
Dusit Collection: Unique and Luxury Stays
Most importantly, guests will have new opportunities to connect deeply with destinations. They will experience unique properties rich in history and character. From former palaces in historical cities to boutique coastal hideaways, Dusit is exploring numerous possibilities for luxurious Dusit Collection properties. The company expects to announce initial signings soon, thanks to strong interest from various parties.
The second new brand, Devarana – Dusit Retreats, is a reinvention of Dusit’s former luxury brand, Devarana.
This new brand focuses on enriching and transformative stays in the ultra-luxury segment. It builds on the success of Dusit’s Devarana Wellness, which integrates well-being throughout the entire guest experience. Devarana–Dusit Retreats takes this approach further by offering tailor-made healing experiences at private retreats in exclusive global destinations.
Devarana – Dusit Retreats: A Focus on Wellness
Inspired by traditional Thai wellness principles, Devarana – Dusit Retreats is committed to sustainable and regenerative travel. The brand aims to meet the aspirational desires of guests. It blends nature, community, ancient healing practices, regenerative spaces, and exceptional design. The result is a unique experience that captivates discerning travelers on a deeply personal level.
The first Devarana – Dusit Retreats property, a rebranding of an existing Dusit property in China, will open this October. Given the strong interest, Mr. Cretallaz expects Dusit to secure multiple Devarana–Dusit Retreats properties by year-end.
“The response has been outstanding,” said Mr. Cretallaz. “Discussions are underway for properties in Europe, the Middle East, and various locations in China. The global pandemic brought wellness to the forefront, and the industry’s growth will continue. We’re perfectly positioned to offer a hotel product that prioritizes well-being and transformative experiences, providing lasting value for all stakeholders.”
Global Growth and Future Openings
Dusit’s portfolio currently includes 55 properties operating under Dusit Hotels and Resorts, as well as over 230 luxury villas under Elite Havens, spanning 19 countries. More than 60 Dusit Hotels and Resorts are in the development pipeline, with 22 additional signings targeted for this year.”In response to the profound impact of the global pandemic, we recognized the importance of refining our brand portfolio to align with evolving market demands and support expansion in the post-pandemic world,”
Mr. Cretallaz explained. “Over the past few years, we have painstakingly improved each of our brands to provide added convenience, experiences, and value for our guests. Today, with the introduction of Dusit Collection and Devarana – Dusit Retreats, we are delighted to expand our offerings further across the lodging spectrum, offering a comprehensive range of brands from boutique lifestyle to luxury wellness, all unified.
