Dusit International has expanded its offerings and launched two new brands, Dusit Collection and Devarana – Dusit Retreats.
The new brands build on the strength of the Thailand-based hotel and property development company’s portfolio, which includes other brands like Dusit Thani (luxury), Dusit Suites (upper upscale), dusitD2 (upscale), Dusit Princess (upper midscale), ASAI Hotels (midscale lifestyle), and Elite Havens (luxury villa rentals). The two new offerings will help grow Dusit’s presence in the lodging sector and open up new avenues for growth.
The impact of the pandemic helped the company realize the significance of refining its brand portfolio to meet the needs of the evolving market demands and drive expansion.
“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 energize our future and look forward to many exciting openings to come,” said Gilles Cretallaz, COO, Dusit International.
DUSIT COLLECTION
Dusit Collection has been positioned as an upper upscale and luxury brand and will offer a curated selection of hotels in iconic destinations. Each of these properties will be distinguished by their unique architecture and distinctive locales.
The soft brand can be applied to distinct, standalone properties with unique features and will tap into the demand for authentic travel experiences, representing a personalized approach to property development, service and guest engagement.
The brand allows property owners to safeguard the individuality of their assets while integrating into the Dusit family without any complex processes of rebranding or extensive renovations usually associated with Dusit’s core brands.
Dusit Collection is currently exploring opportunities to add properties to its portfolio from Asia to the Middle East to Europe and beyond. The first official signings will be announced soon, Dusit said in a statement.
This streamlined, cost-effective model has many benefits for all stakeholders. Owners will be able to access Dusit’s commercial support and management expertise while maintaining the distinct look and feel of their properties, said Cretallaz.
“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,” he said.
DEVARANA – DUSIT RETREATS
Devarana – Dusit Retreats is a reimagining of Dusit’s former luxury brand, Devarana, and is positioned in the ultra-luxury segment.
The new brand embraces the success of Dusit’s group-wide wellness concept, Devarana Wellness, which combines well-being elements across the guest experience at Dusit properties globally. Devarana – Dusit Retreats seeks to further this approach by offering bespoke healing experiences at private properties in exclusive destinations worldwide.
The brand is inspired by traditional Thai healing procedures and Buddhist wellness principles and implements sustainable and regenerative practices.
The brand will debut with the rebranding of Dusit’s existing hotel in China, which is scheduled to open this October. Based on property owner interest in the brand, Cretallaz anticipates multiple signings of the brand by the end of the year.
“The response to Devarana – Dusit Retreats from potential partners has been fantastic, and discussions are already underway to formalize agreements for properties in Europe, the Middle East, and several locations in China,” Cretallaz said. “The global pandemic propelled wellness into the mainstream, and the wellness industry is projected to sustain its remarkable growth far into the future. Capitalizing on our expertise and optimizing 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.”
Dusit’s portfolio currently consists of 54 properties operating under Dusit Hotels and Resorts and more than 240 luxury villas under Elite Havens in 19 countries. The group has more than 60 Dusit-branded hotels in the pipeline, with 22 more signings expected this year.