Dusit International is diversifying its business by launching Dusit Ajara, a luxury multigeneration condominium in Hua Hin, while targeting up to 17 new hotel management contracts this year, including in Europe. The move aims to tap into Thailand’s growing senior residence trend and expand the company’s reach beyond hospitality.
Siradej Donavanik, vice-president of development at Dusit Hotels & Resorts, said the upcoming condo project will accommodate multigenerational living, a concept deeply rooted in Thai culture. Unlike Western traditions, where elderly individuals often move to senior homes, Thai families typically share a single household. Dusit Ajara will cater to this cultural dynamic, focusing on local buyers who trust the Dusit brand, as seen in the success of the Dusit Central Park residential project.
Dusit Ajara, located near the Dusit Thani Hua Hin hotel, will feature 100 units under leasehold agreements. Residents will benefit from integrated five-star services, including housekeeping, provided by Dusit Hotels. The project is expected to launch later this year under Dusit Estate, the company’s property development division.
According to hospitality consultancy C9 Hotelworks, Thailand leads Asia in branded residential market value, with 191 billion baht from 46 projects offering 10,081 units. Mr. Siradej emphasized that modern buyers prioritize branding, lifestyle, and services over traditional property investments, making branded residences a strategic opportunity for hotel operators.
In addition to real estate, Dusit International plans to expand its hotel portfolio. This year, the company aims to open 6–9 new hotels and secure 15–17 management contracts, adding to its existing portfolio of 60 properties. While most new deals are expected in Asia, Mr. Siradej revealed ambitions to expand in Europe, particularly in France and Germany, building on the success of its first European hotel in Greece.
Mr. Siradej highlighted Europe’s rapid recovery from the pandemic as a key factor driving expansion plans. However, Asia remains a primary focus, with ongoing developments in markets such as Japan, China, and India.
Despite recent approval of a bill legalizing casinos in entertainment complexes, Dusit International has no plans to pursue projects in this area. Mr. Siradej made the remarks during his appearance at the Thailand Tourism Forum 2025, a key industry event attended by over 1,100 participants.