For more than half a century, Dusit International has established itself as the quintessence of the Thai art of living transposed to the hotel industry. The opening of the Dusit Thani in 1970 in the heart of Bangkok has embodied the best of Thai service for 50 years. The iconic building, topped by a spire reminiscent of Thai temples, has welcomed celebrities from the worlds of politics and the arts - in addition, of course, to the Royal Family of Thailand. The 70s version of the Dusit Thani disappeared in 2020. It will give way to the Dusit Thani Bangkok 2.0, which will revive the tradition of luxury and service of its predecessor. Scheduled to open in 2024, it should be a major event for the Thai hotel industry.
The hotel group is often perceived as a chain that is very attached to tradition, and some may even consider it somewhat outdated. Not so! For the past decade, Dusit has been constantly renewing itself. The group has created new brands and is multiplying its projects across borders. And it is one of the few Thai companies to have a large number of foreign employees. Like Gilles Cretallaz, who transferred from Accor and is now COO of Dusit Hotels & Resorts, who explains the reasons for this career change and his ambitions for the chain.
After a career with Accor throughout Asia, why did you choose Dusit?
Gilles Cretallaz - Dusit is a chain with real values. First and foremost, it enjoys an excellent reputation for its service, for putting the customer at the heart of its approach, for its community spirit and also for that oh-so-Thai art of living. When I met the owners of Dusit, I was also impressed by their ability to listen, their great sensitivity and empathy towards the problems facing tourism and society in general today. The challenge for me is to change travellers' perception of this chain. Admittedly the image is excellent, but it's a bit conservative. The average age of our customers is 45. My challenge is to keep this clientele but also to attract new ones. Without losing our identity. Our graciousness, which is reflected in our approach to service, cuisine, local culture and well-being.
How is the Dusit group developing today?
Gilles Cretallaz - We're growing fast, and our portfolio is expected to double over the next few years. By the end of the year, Dusit will have 62 branches in 18 countries. That's 13,700 rooms. We're opening 14 hotels in 2023 with many 'firsts'. In particular, we have just celebrated our Europe's first hotel in Athens. But also in Nairobi in KenyaKyoto in Japan and Kathmandu in Nepal. And we have around fifty other establishments in the pipeline. L'Europe is an important market that we are watching closely, but one that requires targeted investment because of the very high cost per m² of floor space in most major cities.
What is the channel's diversification strategy?
Gilles Cretallaz - We started with three brands. Dusit Thani for the luxury, DusitD2 for the 4 stars / 3 stars+. Finally DusitPrincess for a segment 2/3 stars. We have been developing Asai, a lifestyle channel. And we want to extend our wellness concept with the Devarana. Originally it was our spa brand. But we want to market hotels under the Dusit Retreat Devarana. With this brand, we want to create a place that is conducive to spiritual, cultural and family well-being. A place that's all about wellness, but without the sometimes boring side! Finally, we're working on a new brand, Dusit CollectionThese are atypical, iconic hotels with strong heritage roots.
Asai seems to be the focus of a lot of Dusit's attention at the moment?
Gilles Cretallaz - This chain is a genuinely new segment for us, and is aimed at the broader customer base we are targeting. Younger, very 'urban' guests who are looking for excellent service with more conviviality and good value for money. It's a chain that's also perfect for urban businessmen with its comfortable, intimate rooms. Two Asai have opened in Bangkok - including the new Asai Sathorn. We have just opened another one at Kyoto. I have to say that the hotel, with its beautiful design, is totally in tune with the sophistication of a city like Kyoto. We have projects in Malaysia and Cebu in the Philippines. And we're looking into the possibility of opening other Asai in Phuket, both in town and on the beach.
What will the future Dusit Thani Bangkok represent?
Gilles Cretallaz - This will be the new flagship for the chain just as the first Dusit Thani hotel was for a very long time. The future Dusit Thani Central Park will take up some of the architectural elements of the old hotel, in order to link it to the brand's heritage. But it will be a brand new luxury hotel with a suspended garden, offering 50m² rooms all overlooking Lumpini Park. It is the largest green space in the heart of Bangkok. The concept is to offer luxury with very Thai details but without nostalgia. We will have a more contemporary restaurant concept as well as a rooftop bar. It should be a lively hotel for "the beautiful people", attracting an urban, sophisticated and younger clientele. The hotel will have 39 floors and 259 rooms. This compares with 500 in the former Dusit Thani. It will be part of a large urban development project including a Dusit Residence, a shopping mall and an office building. The hotel is due to open in 2024 and the other projects in 2025.
