Dusit Set to Complete First Phase of Major Technological Transformation Project

(22 Aug 2021)
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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