Dusit International recreates its marketing strategy to benefit the domestic communities

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Published on 24/11/20 - Updated on 17/03/22

Dusit and Local Alike

‘Collaboration, Integration, and Contribution’ are the heart of Dusit’s recovery strategy in the post COVID-19 business environment.

Dusit International, one of Thailand’s hotel and property development companies, has announced its marketing plans to resist the current impact of COVID-19 by introducing three new strategic pillars – Collaboration, Integration, and Contribution – aligning its efforts to drive revenue, deliver social value, and meet the demands of consumers.

The company will establish new partnerships to co-create value beyond its current scope and reach, cultivate greater synergies between its various business units and create new guest experiences that contribute to the preservation of the environment, culture, and local communities in its various destinations.

As part of the strategy, Dusit has partnered with Local Alike, an online social enterprise dedicated to the sustainable development of Thai rural communities through responsible tourism, to offer a range of educational tours aimed at young families seeking more meaningful experiences during their stays. Experiences like, immersing participants in the lives, culture and cuisines of domestic communities around Thailand, such as the Tai Lue hill tribe in Chiang Mai and lobster farming communities in Phuket, are offered under the banner of Dusit Local Explorer.

Furthermore, Dusit plans to provide hospitality and service training for the various communities so they can increase their skills and learn how to welcome visitors. The company will also support Local Alike’s other initiatives, including Local Aroi, which aims to develop local cuisines through the creation of special menus that celebrate the stories, techniques, and sustainable ingredients behind renowned local dishes and Local Alot, which supports the sustainable production of homemade products.

Ms Suphajee Suthumpun, Group CEO, Dusit International announced :

Consumer behaviour has changed dramatically during COVID-19 and it’s essential that we change our strategy and pivot our operations to meet their needs as much as possible. Recognising the accelerated shift from buying things to buying experiences, as well as a clear focus on safety, wellness, sustainability and flexibility, we have spent the last six months enhancing our operations to deliver not only officially certified, heightened standards of hygiene and cleanliness, but also extra convenience, experience and value in line with these key areas.

Ms Suphajee Suthumpun also added : 

The rollout of our three new strategic pillars – Collaboration, Integration, and Social Contribution – will now allow us to align our efforts even further, and drive revenue creation that will benefit our broader communities too. Our partnership with Local Alike signals our strong commitment in this regard, and we are delighted to join them in their mission to find unseen communities and develop them into sustainable tourism attractions that delight visitors and locals alike.

Somsak Boonkam, Founder and CEO, Local Alike, said :

I’m grateful for Dusit’s support and appreciation of what we are trying to achieve with our sustainable tourism initiative. Working closely with Dusit’s hotel teams in each location, we have created an exciting range of one-day tours and activities led by the locals themselves to ensure guests have truly authentic and meaningful experiences. We are delighted that, alongside the current day trips, Dusit plans to further support our communities by offering hospitality and service training for residents, and also by seeking opportunities for our Local Aroi and Local Alot programmes. This support will certainly help to expedite the development of local destinations, ultimately bringing long-lasting value to all involved.

The Dusit Local Explorer programs are available now at Dusit Hotels and Resorts in Bangkok, Chiang Mai, Hua Hin, Khao Yai, Krabi, Pattaya, and Phuket. The company has also became partners with tour providers in Chiang Mai, Hua Hin, Pattaya and Phuket to provide excursions packaged as The Ultimate Dusit Experience. A private vineyard tour, a luxury sunset yacht cruise, and a visit to a flower field with a professional photographer are among the experiences offered.

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