DORSETT Hospitality International has entered into an affiliation programme with US-based vacation ownership company Diamond Resorts International that will provide the former with brand exposure and the latter, hotel inventory.
Under the agreement, Dorsett rooms will be promoted to Diamond’s membership network across North America and Europe where the hotel company does not have any sales or marketing representation, explained Philip Schaetz, senior vice president of sales & marketing, Dorsett Hospitality International.
The Dorsett brand will be promoted in all of Diamond’s marketing collateral and online presence, and its rooms can be booked via Diamond’s website and call centres.
Members of Diamond’s network will be able to use their Diamond points to redeem rooms at Dorsett hotels.
In return, Dorsett will highlight Diamond’s resorts to FIT guests through the Dorsett sales network in Asia.
Winnie Chiu, Dorsett’s president and executive director, said: “With Diamond’s 260 vacation destinations in 28 countries, it enables us to increase our outreach and brand presence in North America and Europe.
“Though Dorsett enjoys an average occupancy rate of 95 per cent in Hong Kong with the Chinese market accounting for 40 per cent of business, we hope the new partnership will diversify our market source in the future.”