Hong Kong-based Kosmopolito Hotels has rebranded to become Dorsett Hospitality International (DHI).
The repositioning, which was announced today at the ITB Asia travel trade show in Singapore, forms part of a major rebranding strategy for the company, which it says is aimed at highlighting its Hong Kong heritage and combining it with elements of “Britishness”.
The Dorsett name was selected as it is the company’s main hotel brand, and also forms the lion’s share of its future hotel openings. Currently DHI has 18 hotels operational in Hong Kong, Malaysia, China and Singapore, half of which are under the Dorsett brand. Of its seven hotels under development, six will join the Dorsett brand.
Speaking of the company’s brand positioning, DHI’s President Winnie Chiu said the hotels would target “the emerging younger Asian traveller” with a “playful, contemporary, urban design”.
The four brands in DHI’s collection will now be the upscale Dorsett, upper-upscale Grand Dorsett, boutique D Collection and Silka – a so-called “value” hotel offering, that DHI was keen not to label as a budget brand.
Brand offerings include free Wi-Fi, minibar items sold at supermarket prices and local retail discounts for hotel room key holders.