In a significant move to expand their global footprints, Dusit Hotels and Resorts, a subsidiary of Thailand’s renowned Dusit International, has entered into a strategic partnership with Generator and Freehand Hotels, a celebrated developer of experiential hostels and boutique hotels across Europe and the USA. This collaboration aims to combine the strengths of both companies, paving the way for sustainable international growth across their respective brands.
The partnership is designed to create synergies between Dusit’s established luxury and lifestyle hotel brands and Generator and Freehand’s innovative hybrid accommodation models. Leveraging their extensive networks and market expertise, the companies will explore new opportunities to bring Dusit’s signature Thai-inspired hospitality to key European cities such as London, Paris, and Rome, as well as major U.S. destinations including New York, Miami, and Los Angeles.
At the same time, Generator and Freehand Hotels will look to expand their award-winning boutique hotel-hostel hybrid model into Asia and the Middle East, with potential openings in vibrant city destinations like Bangkok, Manila, and Dubai, as well as idyllic island retreats such as Phuket and Bali.
“This partnership is a true win-win,” said Siradej Donavanik, Vice President of Global Development at Dusit International. “It broadens our development horizons without compromising our existing brand portfolios, allowing us to capitalise 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.”
Dusit’s brand lineup, which includes Dusit Thani (luxury), dusitD2 (lifestyle/midscale), Dusit Princess (midscale), Dusit Suites (upscale/long stay), and ASAI Hotels (affordable lifestyle), has recently expanded with the introduction of two new brands: Devarana – Dusit Retreats (wellness luxury) and Dusit Collection (bespoke luxury). Generator and Freehand will explore development opportunities for all these brands in their respective regions.
Alastair Thomann, CEO of Generator and Freehand Hotels, expressed his enthusiasm for the partnership: “This groundbreaking collaboration marks an exciting new chapter in the growth trajectory of our companies. Dusit’s unique blend of tradition and innovation aligns perfectly with our vision for delivering culturally rich experiences for inspired travellers worldwide.”
Dusit Hotels and Resorts currently operates 57 hotels across 18 countries, with an additional 60 properties in the pipeline. The company’s portfolio also includes 244 luxury villas under Elite Havens, Asia’s leading provider of luxury villa rentals, which Dusit acquired in 2018. Generator and Freehand manage a total of 21 properties in Denmark, France, Germany, Italy, Spain, Sweden, the Netherlands, the UK, and North America.
This strategic alliance is set to redefine the landscape of hospitality by merging the best of both worlds-Dusit’s rich tradition of Thai-inspired service and Generator and Freehand’s cutting-edge approach to lifestyle accommodation offering travellers unique and memorable experiences in some of the world’s most sought-after destinations.
Subscribe to our newsletter below