Dusit, Thailand’s first and by far largest home-grown hotel brand, is to undergo a fast expansion in new markets overseas and in order to position itself as an international brand has changed its group name to Dusit International.

Having successfully launched itself in Dubai a few years ago, Dusit International is to open more properties in the Middle East, along with new hotels in India, possibly China and Australia, and of course in its home base of Thailand.

Dusit International Senior Vice President Octavio Gamarra said that the timing is right for the international launch, that the markets the group is entering all show immense promise, and that the Dusit brand names within the international grouping each have a firm identity that translate into hospitality excellence in any overseas environment.

“We are very confident that we have all the right ingredients to meet the challenges of opening properties in new markets, and in succeeding,” he says. “The timing is right, the market potential is there, and our brands fit into carefully defined sectors.

“We had achieved prominence, prestige and respect as a diversified Thailand-based name but our growing reputation amongst overseas visitors to Thailand and our success in Dubai and Manila made us determined to face the very exciting challenges of moving further into the international arena.

“Launching Dusit International as a brand positions us very distinctly on the world stage,” Mr Gamarra added.

With comprehensive company restructuring to place operations firmly on an international basis, and with a number of significant developments having already taken place during the course of 2007, the formal launch of Dusit International is the culmination of a lengthy period of strategic planning.

First and foremost, though, Dusit stresses that the company will remain true to its original concepts, which have always been based firmly on the ancient traditions of Thai hospitality.

Jennifer Cronin, Vice President-Sales & Marketing of Dusit International, says that from the very beginning, with the opening of the Dusit Thani in Bangkok in 1970, the guiding inspiration had been drawn from Thai heritage.

“The name ‘Dusit Thani’ translates as a utopian vision and means, literally, a town offering heaven on earth,” she says. “We have always followed this concept, with a gentle, gracious service that is followed through to the smallest details such as the placing of flowers or art objects strategically around the hotel.

“Creating a perfect experience for our guests has always been the policy, and right from the very beginning, when the Thai hospitality industry was still in its infancy, this had an enormously positive response from our guests.

“We built our success on this over the years, maintaining the policy as our brand names increased, and we are convinced this approach will have great appeal in our new markets,” Mr Cronin explained.