Dusit International, a renowned Thai hospitality group, has announced a strategic partnership with Generator & Freehand Hotels, a leading innovator in experiential hostels and boutique hotels, to expand their luxury and lifestyle brands globally. This alliance marks a significant milestone for both companies, with plans to leverage each other’s strengths to drive sustainable growth in key markets.
The collaboration brings together Dusit’s extensive expertise in luxury hospitality and its strong presence in Asia and the Middle East with Generator & Freehand’s prowess in crafting lifestyle hybrid accommodations in Europe and the USA. This partnership will allow both companies to expand their reach into new markets and introduce their unique offerings to a wider audience.
Dusit Hotels and Resorts, the premier division of Dusit International specializing in hotel and property ventures, will leverage Generator & Freehand’s expertise to introduce its brands to major European cities like London, Paris, and Rome. Conversely, Generator & Freehand will utilize Dusit’s strong presence in Asia to expand its unique boutique hotel-hostel hybrid concept to top urban markets in Bangkok, Manila, Kyoto, Dubai, and Abu Dhabi, as well as sought-after island destinations like Phuket and Bali.
“It’s a real win-win situation for both companies,” said Siradej Donavanik, VP – Global Development, Dusit International. “It broadens our development horizons without compromising our existing brand portfolios, allowing us to capitalize on prospects that might not align with our current brand offerings. We are delighted to collaborate with Generator and Freehand and look forward to breaking new ground with many exciting new signings ahead.”
In addition to its renowned brand portfolio, which includes Dusit Thani (luxury), dusitD2 (lifestyle/midscale), Dusit Princess (midscale), Dusit Suites (upscale/long stay), and ASAI Hotels (affordable lifestyle), Dusit has also recently launched two new brands: Devarana – Dusit Retreats (wellness luxury) and Dusit Collection (bespoke luxury). Generator and Freehand will investigate development prospects for these diverse brand offerings.
“This groundbreaking partnership marks an exciting new chapter in the growth trajectory of our companies,” said Alastair Thomann, CEO, Generator and Freehand Hotels. “Dusit’s unique blend of tradition and innovation aligns perfectly with our vision for delivering culturally rich experiences for inspired travellers worldwide.”
Dusit’s global reach currently extends across 18 countries, with 57 hotels managed under the Dusit Hotels and Resorts brand and 244 luxury villas managed by Elite Havens, Asia’s premier luxury villa rental provider, which was acquired by Dusit in 2018. Additionally, there are over 60 Dusit Hotels and Resorts projects under development worldwide. Generator and Freehand manage a portfolio of 21 properties situated in Denmark, France, Germany, Italy, Spain, Sweden, the Netherlands, the UK, and North America.
This partnership promises to bring together the best of both worlds, creating a powerful force in the global hospitality industry. The collaboration will undoubtedly lead to the development of innovative and exciting new projects that will redefine the travel experience for guests worldwide.
