The partnership aligns with the two companies’ growth strategies. Credit: Dusit International.

Dusit Hotels and Resorts has formed a strategic partnership with Generator and Freehand Hotels, aiming to use their combined resources for sustainable international expansion.

Generator and Freehand Hotels will tap into its expertise in the affordable lifestyle segment to explore opportunities for introducing Dusit Hotels and Resorts to European cities and US destinations.

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Meanwhile, Dusit Hotels and Resorts aims to leverage its presence in Asia and the Middle East to facilitate the entry of Generator and Freehand’s boutique hotel-hostel hybrid model into destinations such as Bangkok, Manila, and Kyoto.

Dusit International Global Development VP Siradej Donavanik said: “It’s a real win-win situation for both companies. 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.”

Generator and Freehand Hotels CEO Alastair Thomann said: “This groundbreaking partnership marks an exciting new chapter in the growth trajectory of our companies.

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“Dusit’s unique blend of tradition and innovation aligns perfectly with our vision for delivering culturally rich experiences for inspired travellers worldwide.”

Generator and Freehand’s current portfolio encompasses 21 properties across Europe and North America.

Dusit’s portfolio has 57 hotels operating in 18 countries and 244 luxury villas under the Elite Havens brand, with more than 60 Dusit-branded hotels in the pipeline.

Currently, Dusit’s brand portfolio includes luxury, midscale, upscale, long-stay, and affordable lifestyle options, along with the recently launched Devarana – Dusit Retreats, and Dusit Collection.

Earlier this month, Dusit International entered a property management agreement with King Square Development.