Dusit Thani Plc, a leading hospitality firm, has announced a strategy of cautious investment due to prevailing economic uncertainties, with objectives to recognize revenue from its residential projects by the end of the year.

Suphajee Suthumpun, the company's group chief executive, cited multiple external and internal factors impacting business sectors, including tepid hotel occupancy rates, although demand for meetings and events within its venues remains stable.

The company operates specifically in high-end market segments and aims to implement targeted marketing strategies, particularly in medical and wellness tourism, while also focusing on promotional efforts in the Middle East and Europe.

During the first half of the current year, Dusit’s residential projects, including Dusit Residences and Dusit Parkside, reported around 900 million baht in new sales.

This figure reflects an increase in the sales rate from 85% at the end of 2024 to 90%, translating to total sales of approximately 16 billion baht.

In light of recent market conditions, Dusit has paused sales activities until the construction of its towers is completed by year-end.

Notably, following an earthquake on March 28 that resulted in tremors felt in various high-rise buildings across Bangkok, six units valued over 200 million baht were sold.

Two of these units were acquired by customers who made immediate decisions within a week after the earthquake, while the other four were purchased by new clients visiting the project for the first time.

Suphajee noted that Dusit Central Park, the site of the residential projects, was reported to be unaffected by the tremors, enhancing buyer confidence.

The construction is handled by Ritta Co., which manages several other high-rise projects in the area that also experienced no damage.

Positive feedback about the residential offerings at Dusit Central Park appears to have contributed to the steady sales trajectory.