Kosmopolito rebrands, resumes MICE strategy

HONG KONG hotel chain, Kosmopolito Hotels International, has shed its name in favour of Dorsett Hospitality International DHI, which the management believes offers a better reflection of the group s core hotel brands.

Winnie Chiu, president and executive director of DHI, told TTGmice e-Weekly that the rebranding made “natural sense” for more effective brand alignment.

“The group’s Grand Dorsett and Dorsett Regency properties enjoy strong recognition, so we want to bring the Dorsett presence into the group’s name,” explained senior vice president sales & marketing, Philip Schaetz.

The corporate name change has also impacted DHI’s portfolio of four hotel brands. Grand Dorsett and Dorsett Regency have been renamed Dorsett Grand and Dorsett respectively, and are grouped under the banner of Dorsett Hotels & Resorts. Boutique Series by Kosmopolito is now known as d. Collection, while economy label, Silka Hotels, remains as it is.

The company’s 17 properties in operation will progressively adopt new brand names, with renovation planned for some. Cosmopolitan Hotel Hong Kong and Dorsett Kuala Lumpur, Malaysia will begin major revamps in early-2013 before taking on their new names.

Having implemented the corporate name change, Schaetz said the company would now resume its MICE strategy, which it had put on hold soon after announcing in late-2011 (TTG Asia e-Daily, November 14, 2011).

He said: “The company’s rebranding was our priority, and we decided to put our MICE strategy on hold so as to focus our attention on the task at hand.

“But now that is out of the way, and our Chengdu property (Dorsett Grand Chengdu) has opened, giving us more than 700m2 of meeting spaces, we can refocus on MICE.”

Dorsett Grand Zhuji, China and Dorsett Tsuen Wan, Hong Kong, which will open in 2013, will also be fitted with meeting facilities, adding more muscle to DHI’s MICE pursuit.

Chiu added: “You need to have the hardware ready to really drive MICE, and these new properties will give us more to shout about.”

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