Dusit Set to Complete First Phase of Major Technological Transformation Project

Dusit, one of Thailand’s leading hotel and property development companies, is on track to complete the first stage of its most significant technological transformation project to date, later this year.

The company has invested in the latest cloud-based ERP (Enterprise Resource Planning), CRM (Customer Relationship Management), and Data Management software to drive group-wide efficiency across its five business units - hotels and resorts; hospitality education; food; property development; and hospitality-related services.

The technological transformation project encompasses the entire Dusit group, including 24 different entities across 17 countries.

The state-of-the-art cloud-based software Dusit is implementing includes SAP S/4HANA, which includes centralised processes for everything from finance and accounting to inventory and purchasing on a single, unified ERP solution; Microsoft Azure, for secure data storage and management; and Cendyn, for efficient group-wide CRM.

The new ERP system is now live, with the integrated CRM and Data Management elements set to be introduced later this year.

“While investing in such a significant project during this uncertain period may seem against the grain, for swift post-pandemic recovery we must deeply understand the needs of consumers and how we can best meet and, most importantly, exceed their expectations with our various services and products, and investment in this area is of critical importance,” said Ms Suphajee Suthumpun, Group CEO, Dusit International. “During the pandemic, personalisation has become a key expectation across so many industries – especially hospitality – and digital-savvy consumers have demonstrated a growing need for highly customised experiences that they can enjoy on their terms. Key to meeting these expectations is data. And the more effectively and efficiently we can collect and use data, the greater our ability to create products, services and experiences that make our customers feel exceptional.”

Making further use of digital technology, Dusit recently expanded into e-commerce by launching dedicated stores on the popular LINE Shopping and LazMall platforms.

Aimed at consumers in Thailand and featuring promotions on stays, meals and fitness experiences at Dusit Hotels and Resorts throughout the Kingdom, the online shops continue Dusit’s efforts to establish new sources of recurring domestic revenue while the country’s borders are closed to international travel.

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

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