Dusit International plans Middle East brand building

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Burgess planning Dusit road show in May 2009.

In two years time, Thailand's Dusit International plans to be a major force to reckon with in the Middle East. A total of 1,895 rooms are scheduled across 10 properties by 2010.

The opening of the Dusit Residence Dubai Marina on October 1 is the third Dusit in the MENA region and takes the available room tally to 369.

The remaining 1,528 rooms include apartments and villas across seven hotels in an ambitious plan to firmly establish Dusit in the Middle East.

"For a long time, Dusit had no presence in the Middle East. We felt this was a key growth area which could not be missed and wanted to enhance our brand presence in the region," said Simon Burgess, global director of sales, Dusit International.

The company has a portfolio of five brands, ranging from the upper to luxury category hotels, resorts and serviced apartments. The 10 hotels announced are of four brands and does not include the ‘dusitD2', a contemporary business brand; its introduction has not been ruled out.

The Thai company has been on a frenetic international expansion of late and aims to make a strong luxury statement in the Middle East. It has signed three properties on the exclusive Palm Jumeriah islands, scheduled to come online in 2010. In fact, of the seven remaining hotels in the development pipeline, five are planned for 2010, including the Palm properties.

"Dusit hotels are exceptional hotels and the Palm properties will tap a strong segment," said Burgess.

Burgess plans to up the ante in the Middle East with a marketing campaign focused on gaining the support of the travel trade. An aggressive seven day, six city road show is planned in May 2009, to build on the momentum of the Arabian Travel Mart. The stops scheduled are Dubai, Abu Dhabi, Riyadh, Jeddah and Kuwait City.

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