Thailand’s Dusit International has announced plans to counter the ongoing impact of COVID-19 on its core business by introducing three new strategic pillars – collaboration, integration, and contribution – which will align its efforts to drive revenue, deliver social value, and meet the shifting demands of consumers in the new normal.
Recognising the profound impact that the global pandemic has had and continues to have on Thailand’s tourism and travel industry, the new strategy will see the company establish new partnerships to co-create value beyond its current scope and reach; cultivate greater synergies between its various business units; and create new meaningful guest experiences that contribute to the preservation of the environment, culture, and local communities in its various destinations.
“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,” said group CEO, Dusit International, Suphajee Suthumpun. “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.”
As part of the strategy, Dusit International 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.
Immersing participants in the lives, culture and cuisines of indigenous communities around Thailand, such as the Tai Lue hill tribe in Chiang Mai and lobster farming communities in Phuket, these experiences are offered under the banner of Dusit Local Explorer.
To develop the partnership even further, Dusit plans to leverage its own resources to provide hospitality and service training for the various communities so they can enhance their skills and learn how to sustainably welcome visitors. Volunteers will come from Dusit Hotels & Resorts as well as Dusit Hospitality Education.
Where possible, Dusit will also support Local Alike’s other initiatives, including Local Aroi, which aims to develop local cuisines to fine dining standards through the creation of special set menus that celebrate the stories, techniques, and sustainable ingredients behind renowned local dishes; and Local Alot, which supports the sustainable production of handcrafted products.
Suthumpun concluded: “The rollout of our three new strategic pillars 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.”