Bangkok, Thailand, August 21, 2021 / TRAVELINDEX / Dusit International, one of Thailand's leading hotel and property development companies, has completed the first phase of its most significant technological transformation project to date. This included investing in the latest cloud-based ERP (Enterprise Resource Planning), CRM (Customer Relationship Management), and data management software to increase group-wide efficiency across its five business units (Hotels and Resorts, Hospitality Education, Food, Property Development, and Hospitality-Related Services) and to leverage big data to create exceptional customer experiences and identify new business opportunities, in line with Dusit's three-pronged strategy of balance, expansion, and diversification.

The accelerated modernization of the hotel company's outdated core systems and software will help to increase efficiency, enhance the company's resilience, and lay the foundation for long-term value creation in all business areas.

The project was implemented as part of Dusit's strategic roadmap for technological transformation, which was first announced in January 2019 and accelerated to strengthen business continuity in response to the COVID-19 pandemic. It encompasses the entire Dusit Group, comprising 24 different units in 17 countries.

The state-of-the-art, cloud-based software that Dusit is implementing includes SAP S/4HANA with centralized processes for all areas from finance and accounting to warehousing and purchasing in a single, unified ERP solution; Microsoft Azure for secure data storage and management; and Cendyn for efficient, company-wide CRM. The new ERP system is already in use; the integrated CRM and data management elements will be rolled out later this year.

“Investing in such a significant project during these uncertain times may seem counterintuitive. However, for a rapid post-pandemic recovery, we must thoroughly understand consumer needs and meet, and above all, exceed, their expectations for our various services and products. Investments in this area are therefore crucial,” said Suphajee Suthumpun, Group CEO of Dusit International. “During the pandemic, personalization has become a key expectation in many industries – particularly in hospitality. Digitally savvy consumers have shown a growing desire for highly personalized experiences that they can enjoy according to their own preferences. Data is the key to meeting these expectations. The more effectively and efficiently we collect and utilize data, the better we can create products, services, and experiences that deliver an exceptional experience for our customers.”

Throughout the pandemic, which significantly impacted the core business of the Dusit hotel chain, the company focused its operations on generating total revenue rather than reducing costs and overcame challenges through innovation by seeking ways to leverage its existing strengths and resources to create additional experiences, comfort and added value for its guests and customers.

Key efforts included the introduction of four new pillars of Dusit hospitality – service (personal and attentive), wellbeing (wellness experiences that go beyond the spa), locality (unique connection of guests with the local community) and sustainability (social, economic and environmental) – and the creation of new experiences in each of these areas.

“Like many other companies, ours had to transform our organization and rethink our capabilities to strengthen our resilience and achieve not only short-term financial improvements but also long-term value creation through innovation, efficiency, and agility,” said Ms. Suthumpun. “In the product area, we also had to quickly but thoughtfully redesign our services and create the necessary infrastructure so that our hotels and resorts could meet accelerating trends and ultimately achieve long-term success.”

"The new, centralized, real-time solutions we have invested in as part of our comprehensive group-wide technological transformation will accelerate our efforts in these areas and enable us to deliver the value-driven experiences our existing guests and customers expect and deserve, efficiently identify new market segments, and ultimately position our properties for long-term value creation to the benefit of all stakeholders."

Dusit is making even greater use of digital technology and recently expanded into the e-commerce sector by opening its own shops on the popular platforms LINE Shopping and LazMall.

The online shops target consumers in Thailand, offering attractive special deals on stays, meals, and fitness experiences at Dusit Hotels and Resorts throughout the Kingdom. They continue Dusit's efforts to develop new sources of recurring domestic revenue while the country's borders remain closed to international travel.

“While the effects of the pandemic will be felt for some time, we firmly believe that once the COVID-19 situation improves, travel will return stronger than ever,” said Ms. Suthumpun. “And we are confident that our technological transformation and new customer offerings will significantly contribute to boosting our business in the short and long term, expanding our market reach, and consolidating the competitive advantage of Dusit Hotels & Resorts and our other business units worldwide.”

About Dusit International: Founded in 1948, Dusit International is a leading hotel group listed on the Thai Stock Exchange. Building on its two core businesses – Hotels & Resorts and Hotel Education – the company has expanded its operations over the past four years into five business areas. These new areas include food, real estate development, and hotel-related services. The company's real estate portfolio now comprises more than 300 individual hotels, resorts, and luxury villas operating under six brands in 17 countries worldwide, as well as two leading hotel schools with locations in Thailand and the Philippines. With a three-pronged strategy for sustainable growth – balance, expansion, and diversification – the company has recently expanded into food production, on-demand hotel services, and real estate development to enter new markets and generate additional recurring revenue streams.