Enter any hotel in the World in the 21st century and you may find it hard to determine who owns the hotel and where in the World it is located. The Dorchester Collection CEO Christopher Cowdray does not wish for his brand to be a part of the mass market move towards a single style of decoration and branding to take over his unique brand within the luxury hotel market. While other luxury brands lose their identity and individuality in a drive to add more and more hotels to their chains, The Dorchester Collection is taking a different, organic approach to growing a brand that is luxurious with a unique sense of style for each location.
Cowdray is not a fan of the fast moving approach to expanding The Dorchester Collection, the trust placed in him by the owners of the group comes from his years of service as the manager of The Dorchester Hotel in London. According to Bloomberg, he group itself is concerned only with an organic growth achieved through the identification of only the correct hotels in the right cities around the World. The Dorchester Collection is not concerned with simply adding more and more hotels for the sake of it, instead the drive is to push the brand forward only when the right location has been identified.
The Dorchester Collection is in something of a unique position under the leadership of Cowdray in the fact that it is not driven by shareholders, instead owned by the Brunei Investment Agency. Cowdray explains that this allows the company to take a slower approach to expansion, without the added pressures of shareholders and numerous investors looking for profits to be achieved quickly. The CEO of The Dorchester Collection maintains the company is instead concerned with expanding to just 20 hotels over the course of the next decade, which will see the group maintain the feeling of exclusivity and luxury it has worked hard to develop under the leadership of Christopher Cowdray.