Dusit International, a Thailand-based hotel and property development company, hopped on the “millennial-minded” brand trend by introducing its own shoot-off brand, ASAI Hotels. The brand aims to offer local experiences in cities and resort destinations worldwide.

The brand is scheduled to launch in the first quarter of 2019 with its first hotel in Bangkok’s Chatuchak Market. Each hotel is designed to reflect the culture and heritage of its location through collaborations with local artisans.

The brand will focus on the millennial trend of smaller rooms and bigger experiences by offering compact rooms, contemporary design and mixed-use space. Mixed-use space, or shared space, includes a leisure area and a restaurant concept.

The hotel eatery, developed by Bangkok-based chefs and restaurateurs, gives guests an authentic taste of local cuisine.

Technologies such as self check-in kiosks, online guides and more will link guests with the hotel and surrounding local experiences.

After ASAI Chatuchak, five more hotels are scheduled to open throughout 2019, including one in the Philippines, Myanmar and another in Bangkok.