Dusit International marks new milestone with launch of "Dusit Ajara Hua Hin" in bid to lead luxury real estate with “Ajara” branded residences

Bangkok (19 March 2025) – Dusit International, one of Thailand’s leading hospitality groups with a global footprint and over 70 years of business presence, is embarking on a new chapter of robust growth as a luxury residential developer with a firm commitment to delivering excellence in every aspect of living.

The company’s latest venture, “Dusit Ajara Hua Hin,” a project valued at over two billion baht, marks a significant step forward in its expansion strategy. This new development transforms a historic and cherished Hua Hin location, offering an innovative approach to Multi-generational Living that blends luxury, sustainability, and exclusivity, ensuring a legacy of excellence for generations to come.

Ms Suphajee Suthumpun, Group Chief Executive Officer, Dusit International, said, “Over the years, Dusit International has been a leader in the global hospitality industry, dedicated to elevating service standards and blending Thai elegance with modernity to bring Thai-inspired gracious hospitality to the world. Our strategy focuses on enhancing the potential of our assets and businesses to strengthen our competitiveness in both domestic and international markets. Therefore, we are delighted and proud to introduce Dusit Ajara Hua Hin. This development reflects our commitment to expanding into the ultra-luxury branded residences market, tapping into the growing demand for well-being, and fostering a physically and mentally healthy community for all generations – aligning with the rising trend of ‘Multi-generational Living’ in Thailand and globally.”

Dusit Ajara Hua Hin leverages Dusit International's expertise in hotel and hospitality services management, building on the success and experience gained from the soon-to-be-completed Dusit Central Park project in Bangkok. This venture also demonstrates Dusit International’s revenue potential through the commercialisation of its land bank in promising locations, aligning with the group’s three strategic pillars: balance, expansion, and diversification.

“We chose Hua Hin for this new project because, in addition to the presence of our Dusit Thani Hua Hin hotel as an integral part of Hua Hin for over three decades, this beach resort town is one of Thailand’s top tourist destinations,” said Ms Suthumpun. “It has excellent public infrastructure and facilities and has also built longstanding ties with Thai and international visitors. Hua Hin’s charming beaches, serene atmosphere, and the rising demand for real estate present significant development opportunities. Furthermore, government investment and promotion under the Smart City initiative, urban expansion, and newly built facilities for short- and long-term tourists are key factors supporting market growth, particularly in the mid-to-luxury residential segments, which appeals to both Thai and foreign buyers. Branded residences, in particular, have garnered special attention. These factors give us the confidence that Dusit Ajara Hua Hin, valued at over two billion baht, will achieve remarkable success as our first ‘Ajara’ branded project.”

Dusit International believes this project will attract international visitors, increase the likelihood of long-term stays, and expand the company’s global customer base. The marketing strategy will emphasise a strong brand image, combined with the beauty of local culture, to drive the demand for residences in this location, positioning it as a global destination for luxury lifestyle and living.

Ms Natapa Sriyuksiri, Managing Director, Dusit Estate Company Limited, said, “We plan to develop the 20-rai (32,000 sq m) field in front of Dusit Thani Hua Hin with a new concept focused on the joy of living and holistic well-being. The development will feature “Low Rise, Low Density” residences designed for “Multi-generational Living,” allowing families to spend valuable time together. To be offered as leasehold residences, Dusit Ajara Hua Hin will comprise seven buildings: four three-storey buildings and three six-storey buildings with a total of 96 residential units. The units range from 70 to 90 sq.m. one-bedroom suites, 120 to 180 sq.m. two-bedroom suites, 250 sq.m. three-bedroom suites, and penthouses. Each ground-level unit will include a private garden ranging from 25 to 35 sq.m., along with adjoining parking spaces.”

Ms Natapa continued, “The architectural design is entrusted to Architects 49 Limited (A49), PIA Interior, and P Landscape (PLA), with the layout of project elements based on the ‘Bridging Oasis’ concept, which seamlessly nestles the residences in the lush green embrace of nature. The proportions between building space, communal areas, and facilities are optimised to allow a large green oasis to take shape within the project. Universal design principles ensure accessibility for all generations. Pathways connect buildings and green spaces, fostering tranquillity and privacy. Exclusive amenities cater to diverse lifestyles, including a main courtyard, centre garden, lifestyle outdoor living areas, a large multi-generational swimming pool, a kids’ playground, living room, entertainment room, dining room, indoor and outdoor clubhouse areas, and a lush tropical landscape covering over 60% of the project area. The project elevates luxury living as ‘The Only Thai-Branded Residences,’ leveraging Dusit’s internationally renowned gracious hospitality. Residents can access five-star hotel services through Dusit Hospitality Services, including 24-hour concierge service, housekeeping twice a week, social events and activities, and Dusit Gold Platinum’s exclusive privileges at participating Dusit Hotels and Resorts worldwide.”

Ms Suthumpun added, “The launch of Dusit Ajara Hua Hin will set a new standard in the real estate industry, expanding Dusit International’s asset management capabilities through innovative design and meticulous attention to detail. This project focuses on creating value beyond real estate, emphasising a seamless lifestyle experience that perfectly embodies the essence of modern living. By combining Dusit International’s renowned service with a life-enhancing environment, we aim to create residences that foster happiness for all ages.”