Marking a renewed commitment to the Indian market, Thailand’s leading hospitality company, Dusit International, has announced an ambitious expansion strategy that will see the brand establish a strong footprint across India’s Tier 1, Tier 2, and Tier 3 cities. By introducing its luxury and upper-midscale brands in high-potential but underserved destinations, Dusit aims to redefine premium hospitality for Indian travellers through curated, experience-led stays.
Expanding Footprint
Following the successful launch of dusitD2 Fagu in Shimla in December 2024, Dusit has signed three additional properties in Karnataka. These include the wellness-focused Devarana Sakleshpur, Karnataka – A Dusit Retreat (scheduled to open in 2028), and two new Dusit Princess Hotels and Resorts. The company is also preparing to launch six more properties across India. Under the Dusit Princess brand, new hotels will open in Raipur (200 keys), Bhiwadi (165 keys), Kolkata (220 keys), and Lonavala (120 keys). Two boutique luxury hotels under the recently introduced Dusit Collection brand will also debut in Kasol and Manali (each with 40 rooms), offering refined escapes in the Himalayan foothills.
With a diverse brand portfolio spanning the ultra-luxury Devarana – Dusit Retreats to upper midscale and midscale brands such as Dusit Princess and ASAI Hotels, Dusit plans to tap underserved locations where it can leverage its expertise in delivering Thai-inspired gracious hospitality to meet the needs of today’s business and leisure travellers. Prioritising quality over quantity, the company is thoughtfully selecting locations that align with its ethos of premium, experience-driven hospitality, offering a distinctive blend of holistic wellness, contemporary design, and exceptional service.
“India represents an exceptional growth opportunity for Dusit, across major metros and particularly in Tier 2 and Tier 3 cities, where premium hospitality options remain limited despite strong demand,” said Siradej Donavanik, Vice President – Development (Global), Dusit International. “The country’s tourism industry is evolving rapidly, with increasing demand for high-quality, experience-driven stays. By blending our unique brand of Thai-inspired gracious hospitality with wellness-led experiences and destination-driven properties, we aim to create exceptional stays that resonate deeply with Indian travellers. Through strategic partnerships with visionary local developers, we are committed to shaping India’s premium hospitality landscape for the long term.”
Catering to Millennials with ASAI Hotels
As part of this strategic growth, Dusit is also focusing on India’s growing segment of young, experience-seeking travellers through its lifestyle brand, ASAI Hotels, which was introduced during the pandemic.
“ASAI Hotel was launched in September 2020 as a response to the demand for experiential travel,” said Siradej. The brand is positioned as a ‘neighbourhood hotel’ with the tagline ‘live local’, focusing on community engagement and authentic experiences.
To ensure meaningful connections with local communities, Dusit introduced the role of Community Manager at ASAI properties, dedicated to collaborating with local artisans, restaurants, and creatives. This approach reflects the desires of millennial travellers, who increasingly seek originality, cultural immersion, and genuine engagement in their travel experiences.
Currently, the ASAI portfolio includes three operating hotels: two in Bangkok and one in Kyoto, with six more under development across Southeast Asia. Dusit believes the brand’s millennial-focused, experience-rich philosophy is ideally suited for the Indian market, particularly as domestic and outbound travellers increasingly prioritise cultural discovery and local flavour.
Sustainable Hospitality Ecosystem
Looking beyond hotel expansion, Dusit envisions creating a holistic hospitality ecosystem in India, integrating luxury accommodation with wellness, culinary excellence, and education. At the heart of this vision lies its Tree of Life sustainability programme. Aligned with select United Nations Sustainable Development Goals, the programme includes 31 measurable criteria to ensure positive and lasting contributions in every community where Dusit operates.
Dusit’s foray into India is part of its broader global expansion targeting high-growth markets like Vietnam, Indonesia, Japan, China, and India. With an ambitious goal to sign more than 100 hotels worldwide in the next five years, Dusit International is poised to captivate global travellers with its signature blend of Thai hospitality and locally rooted experiences.
