Dusit International is set to expand into the real estate sector with the launch of Dusit Ajara, a new multigenerational luxury condominium project in Hua Hin. The development, under the company’s Dusit Estate arm, marks Dusit’s first venture into branded residences catering to families across generations.
Located on the same grounds as the Dusit Thani Hua Hin hotel, Dusit Ajara will feature approximately 100 units designed with a “generation living” concept. The project is aimed at Thai families who often live together under one roof, accommodating children, parents, and grandparents. This approach aligns with Thai cultural values and Dusit’s established reputation for hospitality.
Siradej Donavanik, vice-president of development at Dusit Hotels & Resorts, explained the inspiration behind the development. “Our research shows that this project should not be limited to senior living, as seen in Western countries. It should cater to all generations within families. This reflects the strong demand among Thai buyers and confidence in the Dusit brand.”
The integration of the condominium with the adjacent Dusit Thani Hua Hin hotel will allow residents to access premium services such as housekeeping delivered to a five-star standard. Mr Siradej emphasised that branding, lifestyle, and services are key drivers for potential buyers in the real estate market, highlighting the appeal of this approach.
While Dusit Ajara reflects the group’s entry into real estate, the company continues to expand its hospitality footprint. This year, Dusit aims to open six to nine new hotels and sign 15 to 17 new management contracts, adding to its existing portfolio of 60 properties.
“Investment in branded residences is an opportunity for hotel companies,” said Mr Siradej. “Potential buyers are looking beyond just properties—they value the lifestyle and services associated with established brands.”
Dusit International also plans to expand its hotel operations globally, with a particular focus on Europe. Following its first European opening in Greece two years ago, the company is targeting new ventures in Germany and France to diversify its portfolio and reduce reliance on Asian markets.
Although Europe’s recovery from the pandemic has been faster compared to Asia, the company continues to prioritise growth in key Asian markets such as Japan, China, and India, where it already has a strong presence.
Dusit Ajara is expected to further strengthen Dusit International’s position as a leader in lifestyle-oriented developments while capitalising on Thailand’s growing demand for multigenerational living solutions.