With a rich legacy of Thai-inspired graciousness and a deep commitment to wellness, sustainability, and purposeful luxury, Dusit is re-entering the Indian market with a distinctive position in the luxury hospitality space, reflecting a thoughtful balance of global excellence and local relevance. With leadership rooted in empathy and entrepreneurial agility, Deepika Arora, Head, India, Dusit International, outlines the brand’s multi-brand strategy, expansion plans, and her vision for reshaping premium travel experiences in India.
Dusit is expanding its luxury and upper midscale presence across high-potential Indian markets. Targeting both metros and emerging Tier 2 and 3 destinations, which have limited premium stay options, this growth follows the launch of dusitD2 Fagu, Shimla (Dec 2024), and new signings in Karnataka, including Devarana Sakleshpur (opening 2028) and two Dusit Princess hotels.
Q. What would you say are the USPs of Dusit properties that distinguish them from other luxury hotel chains operating globally?
At Dusit, we define luxury not by scale or excess but by thoughtfulness, authenticity, and emotional resonance. Our Thai heritage brings with it a unique service philosophy centred on warmth, mindfulness, and well-being – values that are not merely practised but deeply embedded in every interaction. What truly sets us apart is our ability to blend intuitive hospitality with immersive, culturally grounded experiences. Whether it is a wellness-led retreat in the Himalayas or a vibrant urban sanctuary, every Dusit property is designed to deliver a sense of balance, purpose, and meaningful human connection.
Q. What are the current brands operational and upcoming under the Dusit banner, and what do they signify individually?
Our dusitD2 brand, under which we launched our first India property – dusitD2 Fagu in Shimla – offers a more contemporary, lifestyle-led interpretation of the Dusit experience, combining bold design with intuitive hospitality.
Among our newest and most anticipated offerings is Devarana – Dusit Retreats, a brand centred on transformational wellness journeys that are immersive, nature-led, and designed to promote deep restoration. Dusit Thani, our flagship luxury brand, is defined by timeless elegance and crafted for travellers seeking immersive experiences anchored in wellness, cultural heritage, and refined service.
Dusit Princess speaks to the value-conscious luxury traveller, offering consistent comfort and dependable service in both urban and leisure settings. ASAI Hotels, meanwhile, is built for the millennial and Gen Z traveller, with compact, community-focused stays in culturally vibrant neighbourhoods. Finally, Elite Havens caters to the ultra-luxury segment through curated private villa stays in some of the world’s most exclusive destinations, a model increasingly popular with India’s affluent outbound travellers. As we expand across India, this multi-brand architecture gives us the strategic flexibility to grow with clarity, authenticity, and relevance.
Q. Dusit International has a rich Thai legacy. How do you plan to preserve and evolve this legacy while driving the brand forward in global markets like India?
Dusit’s Thai legacy is far more than a stylistic hallmark – it is a service philosophy rooted in humility, mindfulness, and deep respect for people and place. Central to this is the Thai concept of “graciousness”, which influences everything from the way we greet our guests to how we design moments of calm and care into the guest journey.
As we bring Dusit to India, the intention is not to replicate, but to reimagine and evolve the brand through thoughtful integration of local context. Indian travellers today seek more than just comfort; they value experiences that are emotionally meaningful, culturally authentic, and wellness-driven.
Through every property, starting with dusitD2 Fagu in Shimla, we are blending Dusit’s Thai soul with India’s rich traditions of hospitality, spirituality, and storytelling.
Q. When selecting properties for Dusit’s expansion in India, what key factors do you consider, and how do you decide which cities or regions to target?
Our approach to expansion in India is deeply strategic, driven by both data and instinct. We evaluate each destination based on its potential to deliver immersive, experience-led hospitality that aligns with Dusit’s brand ethos. Wellness, nature, culture, and spirituality are key drivers for us. We also assess market maturity, accessibility, infrastructure, and, importantly, the ability to deliver emotional depth and local character.
We are not looking to grow for the sake of numbers. Our goal is to be in destinations where we can truly create transformative guest experiences and help elevate the destination itself. Our debut in Fagu, near Shimla, reflects this philosophy, a location rich in natural beauty and still relatively untapped, offering us the opportunity to co-create a destination experience with authenticity and grace.
Q. As Dusit expands its footprint in India, what strategies are you employing to make the brand more popular and resonate with Indian travellers, both leisure and business guests?
Our India strategy is deeply personal – it is about creating emotional relevance, not just brand recall. We are not simply introducing another hotel; we are inviting Indian travellers into a more mindful way of being. For the leisure segment, we are curating immersive stays that go beyond the expected. At dusitD2 Fagu, for instance, the Himachali Thali has quickly become a guest favourite, not just as a meal but as a celebration of place! We want every property to feel like a cultural window, with menus, design, and experiences that are both locally rooted and thoughtfully elevated.
From wellness-led retreats to quiet trekking trails guided by local experts, we are creating opportunities for guests to slow down, explore, and reconnect, whether that involves exploring a local market, sipping herbal tea with a mountain view, or unwinding in meditative stillness. For our business guests, we are equally intentional, designing calm, intuitive spaces that support both productivity and pause, with small touches like wellness breaks, quiet zones, and highly personalised service.
We are also actively building brand affinity through storytelling and digital campaigns that speak of what truly sets us apart: luxury with soul and service with substance.
Q. Beyond Shimla and Karnataka, are there other locations you are eyeing for similar ventures, particularly in the wellness space?
We are actively exploring locations such as Rishikesh, Munnar, Ladakh, and less-commercial parts of Goa, all of which align beautifully with Dusit’s vision of purposeful luxury. Strategically, we are also segmenting our growth through a calibrated brand architecture. In the luxury and ultra-luxury space, Devarana – Dusit Retreats and Dusit Thani will anchor high-end wellness and experience-based hospitality, with landmark properties such as Devarana Sakleshpur (opening in 2028) poised to elevate the category.
The upscale and lifestyle segment will be led by dusitD2 and Dusit Collection, with boutique offerings in Shimla, Kasol, and Manali. Meanwhile, Dusit Princess and ASAI Hotels will target the midscale and millennial segments, with upcoming locations in Kolkata, Raipur, Bhiwadi, Lonavala, Hyderabad, and Coorg.
Q. With Dusit’s strong presence in international destinations, are you looking to target international guests at your Indian hotels through loyalty programmes and other strategies?
Indeed, our international guest base remains a key strategic advantage. Through the Dusit Gold loyalty programme, we are able to engage a global community of travellers who already associate the brand with a consistent standard of wellness-focused, culturally immersive hospitality. Destinations like Shimla and Dhulikhel naturally extend this journey, offering guests from Southeast Asia, the Middle East, and Europe a seamless experience within Dusit’s regional footprint.
Additionally, one of the most potent drivers of cross-market loyalty is the Indian wedding segment, particularly in our international destinations such as Thailand, Vietnam, and the Maldives, where Dusit has a strong recall and deep credibility.
Q. How is Dusit integrating local partnerships, sustainability, and purposeful luxury into Dusit’s India expansion?
Sustainability at Dusit is not an initiative; it is an operating philosophy. At dusitD2 Fagu, we have adopted a zero-waste kitchen model that includes composting, ingredient optimisation, and oil recycling. We partner with local farmers, artisans, and suppliers to source produce, design elements, and wellness ingredients, ensuring the community is an active stakeholder in our success.
Our commitment to purposeful luxury also extends to thoughtful design, water conservation practices, and staff training programmes that emphasise empathy, care, and environmental stewardship. Every touchpoint is crafted to deliver not only comfort but also consciousness, allowing our guests to leave feeling both rested and responsible.
Q. How do you see the company’s footprint growing across the country in the next 5 to 10 years? And what is your long-term vision for the brand’s growth here?
In the next 5-10 years, we envision a well-balanced network of 8 to 10 Dusit-branded properties across India. Our immediate focus is on experience-rich leisure markets, followed by selective entries into urban locations that offer strong demand for lifestyle and wellness experiences. In the long term, my vision is for Dusit to be recognised as more than just a hotel brand – to become a cultural touchstone for elevated, purposeful living.
Q. Leading two dynamic hospitality ventures — one global, with Dusit, and one homegrown, with Rosastays — is a unique challenge. How has your entrepreneurial mindset influenced your leadership style, particularly as a woman navigating both corporate growth and creative reinvention?
Balancing the roles of corporate leader and entrepreneur has been a journey of constant learning and transformation. Rosastays has taught me the value of agility, emotional storytelling, and community-driven hospitality. Dusit offers a canvas for strategic thinking, long-term brand development, and impact at scale.
My entrepreneurial lens enables me to lead with creativity and intuition, while my corporate foundation ensures discipline, structure, and results. As a woman in hospitality, I have learnt that empathy is not a soft trait – it is a strategic advantage. My leadership style is collaborative, values-driven, and rooted in the belief that true hospitality is about creating space, not just physical but emotional, for people to feel seen, safe, and inspired, especially my fellow women!!
