Formerly known as Kosmopolito Hotels International, the new company will comprise three brands, namely boutique range d.Collection, upscale Dorsett Hotels & Resorts as well as value-led Silka Hotels, to cater to different market segments.
The new brand was launched in Singapore today.
A spin-off from Far East Consortium International Limited, the name Dorsett was chosen to represent Hong Kong heritage and British influence.
Hotel developer, owner and operator Dorsett will focus on value and midscale hotels.
The hotel brand is also looking brand collaboration, Winnie Chiu, president & executive director at Dorsett Hospitality, said.
It is collaborating with fashion brand Kent & Curwen in Hong Kong, where hotel guests receive free gift when they spend a certain amount of money at the fashion outlets.
"Also, in our Dorsett hotels in Hong Kong, we name our suites after brand name. For example, we have Sony Suite and Samsung Suite, where the suite uses products of the brand. That makes hotel guests to use the products."
The group currently has 18 hotels and seven more underway in Asia cities, including in Zhongshan, Chengdu and Zhuji in China; Hong Kong and Kuala Lumpur. The second property in London, meanwhile, is scheduled to open within the next three years.
“We are targeting at Asian tourists for the properties in the UK because there are a lot of tourists there,” Philip Schaetz, senior VP of sales & marketing at Dorsett Hospitality International, told Campaign Asia-Pacific.
“We are also looking at the expansion in Malaysia and venturing into Australia. We want to be attractive to the younger Asian travelers.”
Schaetz declined to disclose details of the expansion plan.
The new brand concept celebrates the intertwined stories of Asia and Britain. Touches of local Asian culture and tradition are woven into the product and service offerings, alongside British classic grandeur and modern edginess.
For the new launch, Dorsett Hospitality International has revamped its website to drive more direct booking and it has just hired a social media specialist to take care of the digital beat.
“We do organic search and paid search; as well as events like trade shows,” Schaetz added. “Of course, we are still working with the online travel agencies.”
