ASAI aims to redefine the travel experience across generations to sustain and empower local cultures everywhere we are.

The ASAI Way

To understand people we have to understand their intentions. Travellers want social interactions, discovery, entertainment and aspiration. We have developed the concept of ASAI with this in mind. As hotel owners and property developers we use our perspective to balance risks and costs to increase return. Our experienced in-house technical services team knows the development processes and assists in implementation, execution and time management. Above all, we build and operate our hotels with longevity in mind, where profit and purpose go hand-in-hand.

Business Overview


  • 6 properties under development 
  • More than 1,000 keys
  • Current markets: Thailand, Philippines, Myanmar, Japan


  • Expansion to local neighbourhoods in vibrant destinations connecting curious travellers to the local community.
  • Potential markets: with a main focus on a fast expansion throughout South-East Asia, Japan and Europe, we remain open to exploring other markets with potential opportunities.
  • Capital investment in strategic key markets.
  • Expansion strategy: reach > 20 hotels and have > 4,000 keys in the portfolio by 2021
  • Growth platform:
    • Highly scalable – Asia’s fastest growing branded value hotel platform in the world’s fastest growing travel market
    • Standardised modular product template with a focus on fast roll-out (12 – 14 months)
    • First mover advantage secured over fragmented and largely unbranded competitors in SEA, due to significant entry barriers for regional competitors.
    • Owner-operator model with future upside from hotel management, franchise and licensing fees.
    • Highly motivated management focusing on double-digit ROCE.
    • Progressive IT and content platforms with integrated digital solutions for enhancement of direct bookings and brand awareness.


  • Owner-minded approach to balancing risks and maximising returns.
  • Partnered with a reputable hospitality company with over 70 years of experience with a focus on long-term multigenerational growth.
  • Supported by Dusit International’s corporate office with its well-established and dedicated hospitality training and education division.
  • Accessible and connected to Dusit Gold loyalty programme with existing 900,000 members directly exposed to the ASAI brand.
  • Maximisation of revenue through enhancement of revenue generating GFA and unique content curation.
  • Centralised and streamlined operations with a lean hotel team focused on centralisation and shared services with Dusit International .
  • A progressive brand with progressive culture that’s conscious about the wellbeing of future generations.

Our Adaptability

Part of ASAI’s beauty is our flexible approach to real estate. ASAI can be anywhere, whether in a new-build, or in an existing or converted property, due to our versatile space allocation. Multifunctional space usage in our Eat-Work-Play area provides a platform for different segments of customers with different intentions.