Luxury is always linked to individuality with The Dorchester Collection
The Dorchester Collection is now perhaps the most impressive and luxurious chain of hotels in the world with a small group of hotels held under the banner of the Brunei based company. Since being established in 2006 The Dorchester Collection has seen a significant increase in the number of guests it has seen pass through its doors, but has faced a major challenge in creating a recognizable brand that members of the general public can identify the chain with. CEO Christopher Cowdray has spent a large amount of his time in charge of the company attempting to maintain the individuality of each hotel as he builds a brand that the public can know and trust as soon as they enter one of the chains hotels.
The sense of individuality each hotel in the chain maintains has been carefully manufactured and maintained as the group looks towards keeping each hotel a singular object within the overall chain. Perhaps the best way of highlighting the many differences found within the chain is in the differences found between The Dorchester hotel and 45 Park Lane, two hotels located just feet from each other in the heart of London. The Dorchester has always been seen as a location filled with old fashioned glamor and style, which is seen in the classic decor and timeless sense of service and attention to detail. 45 Park Lane shares a zip code with its stylish neighbor, but has been refurbished in a way that is more modern and contemporary to attract guests of a different style and with different desires. They have put together YouTube videos for people to get an idea.
Despite the differences between the two hotels the commitment to the best customer service remains the same. Cowdray has instilled a belief that service is the driving force behind the brand and demands each member of staff from himself down treats guests in exactly the same way. By pushing the demands of customer service to their limits and listening to how the experience of staying at one of The Dorchester Collection hotels can be improved the brand has developed an identity that does not require similar decor throughout its locations. Twitter and Facebook are just a few ways for people to stay connected with the company.