By leveraging each other’s strengths, both companies aim to break new ground and plant flags in destinations where they have yet to have a presence.

Dusit Hotels and Resorts, the hotel arm of Dusit International, one of Thailand’s leading hotel and property development companies, and Generator and Freehand Hotels, an award-winning developer and operator of experiential hostels and boutique hotels in Europe and the USA, have entered a strategic partnership to synergise their development resources to pursue sustainable international growth for their respective brands.

Under the partnership, Generator and Freehand Hotels will leverage its extensive network and strengths in developing lifestyle hybrid accommodation models in the affordable lifestyle segment in Europe and the USA to seek opportunities to introduce Dusit Hotels and Resorts in key European destinations such as London, Paris, and Rome, and popular stateside destinations such as New York, Miami, and Los Angeles.

Similarly, Dusit Hotels and Resorts will leverage its presence in Asia and the Middle East to seek opportunities to introduce Generator and Freehand’s award-winning boutique hotel-hostel hybrid model in prime city destinations such as Bangkok, Manila, Kyoto, Dubai, and Abu Dhabi, and renowned island retreats such as Phuket and Bali.

“It’s a real win-win situation for both companies,” said Mr Siradej Donavanik, VP – Global Development, 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.”

Alongside its established brand lineup that includes Dusit Thani (luxury), dusitD2 (lifestyle/midscale), Dusit Princess (midscale), Dusit Suites (upscale/long stay), and ASAI Hotels (affordable lifestyle), Dusit also recently introduced two new brands, Devarana – Dusit Retreats (wellness luxury), and Dusit Collection (bespoke luxury). Generator and Freehand will explore development opportunities for all of these brands.

Mr Alastair Thomann, CEO, Generator and Freehand Hotels, said, “This groundbreaking partnership 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’s portfolio currently spans 18 countries and comprises 57 hotels operating under Dusit Hotels and Resorts and 244 luxury villas under Elite Havens, the leading provider of luxury villa rentals in Asia, which Dusit acquired in 2018. More than 60 Dusit Hotels and Resorts are in the pipeline worldwide.

Generator and Freehand oversees a total of 21 global properties across Denmark, France, Germany, Italy, Spain, Sweden, the Netherlands, the UK, and North America.