Thailand-based Dusit Hotels and Resorts has formed a strategic partnership with Generator and Freehand Hotels that will help each company expand into new international markets.
Through this partnership, London-based Generator and Freehand Hotels, a developer and operator of hostels and boutique hotels in Europe and the U.S., will find opportunities to introduce Dusit Hotels and Resorts to European cities, such as London, Paris and Rome, as well as U.S. locations, including New York, Miami and Los Angeles, according to a news release.
The partnership will include Dusit Hotels and Resort's existing brand lineup of Dusit Thani, DusitD2, Dusit Princess, Dusit Suites and ASAI Hotels. Dusit recently introduced two new offerings, wellness luxury brand Devarana – Dusit Retreats and bespoke luxury Dusit Collection, which will also be part of the expansion deal.
Likewise, Dusit — the hotel arm of Dusit International — will find opportunities to bring Freehand and Generator Hotels' hotel-hostel hybrid model to Bangkok, Manila, Kyoto, Dubai, Abu Dhabi, Phuket and Bali.
“It’s a real win-win situation for both companies,” 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 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.”
Generator and Freehand Hotels CEO Alastair Thomann said the partnership opens a new chapter in the growth trajectory of both companies.
"Dusit’s unique blend of tradition and innovation aligns perfectly with our vision for delivering culturally rich experiences for inspired travelers worldwide," he said.
Dusit’s portfolio spans 18 countries with 57 hotels operating under Dusit Hotels and Resorts as well as 244 luxury villas under Elite Havens, an Asian-based luxury villa rentals provider that Dusit acquired in 2018. There are more than 60 Dusit Hotels and Resorts properties in the company's international development pipeline.
Generator and Freehand's portfolio includes 21 properties operating across Denmark, France, Germany, Italy, Spain, Sweden, the Netherlands, the U.K. and North America.
In an interview with HNN earlier this year, Thomann spoke about the upcoming growth for both Generator and Freehand Hotels' portfolios, pointing to the growth potential for the hybrid hotel-hostel model.
“Ninety-five percent of this sector is unbranded, and there is high demand for it in high-rate markets that will bring high returns,” he said.