Dorsett targets US market with Diamond deal
Hong Kong-based hotel company, Dorsett Hospitality International, has formed a new affiliation programme with Las Vegas-based holiday rental provider, Diamond Resorts.
The deal, which was sealed at a ceremony in Hong Kong, will enable Dorsett to boost its presence in the US hotel market, drawing more guests from the region to its hotels in Asia and the UK. Dorsett’s portfolio of 24 properties across three brands – Dorsett Hotels & Resorts, d.Collection and Silka Hotels – will be made available to Diamond, with inventory upon availability. Diamond will then offer Dorsett’s hotel portfolio to its 1.4 million members, who will be able to pay for the rooms using their Diamond points.
“Whilst we continue to pursue our ‘Chinese Wallet’ strategy, we also believe it is important to also focus on market segments in other continents which are of importance to us as well. Through this affiliation, Dorsett Hospitality International will be able to strengthen and expand its brand presence at a faster pace as well as to increase the arrivals of US and Europe travellers into Hong Kong, by tapping into Diamond Resorts International’s existing network,” said Winnie Chiu, President & Executive Director of Dorsett Hospitality International.
As part of the programme, the Dorsett brand will be promoted in all of Diamond’s marketing collateral and hotels will be bookable via Diamond’s website and call centres. In return Dorsett will also promote Diamond Resorts to FIT guests via the Dorsett sales network in Asia.
“This exclusive agreement with Diamond Resorts International… will further bolster the hospitality bridge between Hong Kong and the United States, thus bringing more tourism related businesses into Hong Kong,” Ms Chiu added.
Dorsett currently operates properties in Hong Kong, China, Malaysia, Singapore and the UK. The company is also expanding its collection, with new hotels in Hong Kong, Zhongshan and London expected to open in 2014.