Dusit’s commitment to continuous improvement in all aspects of its operations ensures the company is always seeking ways to create greater value for guests, customers, hotel owners, and all other key stakeholders – including us employees.

Recently, this has included carefully modernising the Dusit Thani and dusitD2 brands to make them more contemporary, more competitive, and more appealing to new generations of travellers while retaining the distinctive hospitality heritage that existing customers know and trust.

Working together with Pentagram, the world’s largest independent design consultancy and creator of some of the world’s most valuable hospitality brands, Dusit has also ensured that the brand enhancements carried out will bring value to all of its brands by positioning them as part of a wider, recognised and easily understood family of experiences. Tying them all together – the memorable promise: ‘Always gracious.’

Communicating hotel offers in style

Communicating hotel offers in style

As part of the brand enhancement journey, Dusit Thani and dusitD2 have both received carefully crafted digital-ready logos which serve as new badges of pride. Brand languages have also been enhanced to communicate offers simply and fluently, from soft brand building to hard-working marketing.

Thoughtful, ready-to-use promotional language, easy-to-use communication templates, and a new set of image guidelines have all been rolled out to present each hotel in a distinctive and desirable way. And the results can be seen in just a couple of clicks at the brand new dusit.com.

The launch of the redesigned website is one of the most important aspects of the brand enhancement exercise, as it serves as the most visible channel to showcase the new Dusit Thani and dusitD2 branding to customers worldwide.

To turn the brand enhancements into memorable stay experiences, new standards of interior design and guest and customer service have also been introduced at Dusit Hotels and Resorts worldwide.

“Our aim is to present both hotel brands in ways that are high-end, consistent, modern and authentic, and translate this into stay experiences that encourage loyalty and recognition,” said Mr Michael Leong, Vice President, Marketing, Dusit International. “In doing so, we will continue to stay true to our roots, value our guests and customers, and show that we genuinely care about them in our communication and services. COVID-19 has been a huge blow to our industry, but we are confident that, with our brand enhancements, our properties will be well-positioned to drive and maintain business when the international borders open and travel resumes once again.”

Logo evolution

• The main font is less curly to modernise the feel.
• The sans serif strapline is also more modern.

• ​The slimmer main font offers a sleeker, modern feel.
• The new all caps strapline is consistent with the other Dusit brand logos.

The colours of success

New attractive and distinctive colour palettes represent a more modern approach to premium branding