Design is becoming a key component of Dusit International as the Thailand-originated chain is increasingly segmenting its offer. Dusit International now runs five sub-brands, from flagship deluxe hotels such as Dusit Thani to dusitD2, Dusit Devarana, Dusit Princess, and Dusit Residence.

According to the new group design director, Ms. Neera Rachkaibun, “Each of Dusit International’s sub-brands delivers a unique experience that sets each brand apart. Dusit Thani’s design focuses on majestic Thai elegance, whereas contemporary architecture and design belongs to dusitD2. Dusit Princess has a Thai contemporary relaxed and friendly atmosphere, while Dusit Residence’s design focuses on providing modern comfort and convenient facilities that are suitable for long-stay guests. Dusit Devarana’s design, on the other hand, embraces serenity and tranquility as the most all-important factors,” she explained.

Good design will consequently highlight the uniqueness of the brand and also help the group to maximize the use of space and to take into consideration environmental constraints, thanks to innovative design. One of the most recent successes of Dusit’s design strategy was the creation of the four/five-star product dusitD2, a rather contemporary hotel product offering a perfect blend of western and Thai art and design at affordable prices.

The brand has been extremely well received by guests, and early this year, Dusit opened a second property, the dusitD2 Baraquda Pattaya. The group is building a third property in Koh Samui that is due to open by next year along with its first overseas dusitD2 in New Delhi, which is expected to open before 2011. Dusit International management has already announced it is looking to expand the trendy brand in other major Asian and Australian cities, but not before 2011, following a much expected end to the economic crisis.