Thai hospitality group eyes global millennials with Asai Hotels
Hong Kong, April 12, 2018 - Eight was part of the team that helped Thai hospitality group Dusit International to develop an exciting new hotel concept designed to meet the expectations of modern travellers. Asai Hotels is an Asian-inspired collection of hotels connecting curious travellers to vibrant neighbourhoods around the world. Eight worked with Dusit to develop the new brand at an early stage, especially its positioning and visual identity.
“Inspired by community and driven by sustainability, Asai is an exciting new concept for Dusit that will leverage the company’s 70 years of hospitality heritage to deliver a new kind of stay experience in vibrant neighbourhoods worldwide,” said Siradej Donavanik, Managing Director of Asai Holdings Co Ltd, Dusit International. “The brand has been carefully crafted to meet the needs of millennial-minded travellers who seek authentic local experiences”.
Bjorn Fjelddahl, Managing Partner at Eight, welcomed the opportunity to work on a new innovative hospitality concept originating from Asia. “It was a great experience to collaborate with a well-known established hospitality group on this exciting assignment. The travel habits of people are constantly evolving and we are very proud to be involved in helping to shape a fresh, contemporary and Asian approach to hospitality.”
“The story-telling element was an important part of our process,” said Creative Director and Head of Content, Louise Wong. “We looked at ways to create a brand identity and personality that resonates with the modern traveller in a meaningful way, one that is honest to its own Thai roots as well as to the places it would be hosting guests. The bold logotype reflects the spirit and attitude of the brand, which is young, energetic and current. The shape of the “A” is inspired by the Sala character in the Thai name which also features a stroke that is referred to as a “roof.”
With each property embracing a sustainable, community-focused concept designed to reflect the culture and heritage of its location through collaborations with local artisans, Asai Hotels are set to appear in interesting districts and neighbourhoods in various cities around the world. So far a total of six properties have been confirmed for the new brand, with the first hotel in Bangkok’s renowned Chatuchak Market. Five more properties are expected to open in 2019, including three in Cebu, Philippines, one in Yangon, Myanmar and a second hotel in Bangkok, in the stylish Sathorn district.