Business + MarTech (Marketing Technology) – Dusit International Technological Transformation

The group invests in the latest cloud-based ERP (Enterprise Resource Planning), CRM (Customer Relationship Management), and Data Management SaaS to drive group-wide efficiency across its five business units (Hotels and Resorts, Hospitality Education, Food, Property Development, and Hospitality-Related Services) and leverage Big Data to create exceptional CX consumer experiences and identify new business opportunities in line with Dusit’s three-pronged strategy for balance, expansion, and diversification. 

Using the 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.”

Throughout the pandemic, which has significantly impacted Dusit’s core hotel business, the company has optimised its operations around total revenue generation, rather than cost-cutting, and innovated its way through the challenges by seeking ways to leverage its existing strengths and resources to create additional experience, convenience, and value for its guests and customers.

Chief among its efforts has been the introduction of four new pillars of Dusit Graciousness –Service (personalised and gracious), Well-Being (delivering wellness experiences beyond the spa), Locality (uniquely linking guests with the local community), and Sustainability (social, economic, and environmental) – and creating new experiences in each of these areas.

  • “Our company, like many others, has had to transform our organisation and rethink our capabilities to enhance our resiliency and deliver not only short-term financial improvement, but also long-term value creation through innovation, efficiency, and agility,” said Ms Suthumpun. “From a product standpoint, we have also had to swiftly yet considerately reimagine our services and put the infrastructure in place to ensure our hotels and resorts can suitably cater to accelerated trends – and ultimately achieve long-term success. 
  • “The new real-time, centralised solutions we have invested in as part of our significant group-wide technological transformation will expedite our efforts in these areas, allowing us to deliver the value-driven experiences our existing guests and customers expect and deserve, efficiently identify new market segments, and ultimately position our properties for long-term value creation to the benefit of all stakeholders.”
  • 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 attractive 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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