Dusit Launches 9th Hotel Brand in Push for Scale

Dusit is best known for its luxury hotels and skill at channeling Thai hospitality. Its new brand is one-tier down in affordability and is more flexible for conversions. That should help the group scale more quickly.

Dusit International has added a ninth brand to its expanding portfolio, launching Dusit Hotels to target the upper-upscale segment, with properties tailored for both urban and resort markets across Asia and the Middle East.

The Bangkok-based conglomerate launched the new brand on Monday for three hotels in Doha, Hanoi, and Chengdu, with a fourth planned for Manila in 2026.

The launch reflects Dusit's challenge in expanding beyond its small base. The company operates just 55 hotels across all brands. Back in 2023, it had said it was seeking to double its hotel count worldwide to around 100 by this year.

The group said Monday it had more than 60 properties in its