Hong Kong based Dorsett Hospitality International believes its partnership with US hospitality group, Diamond Resorts International, is not diluting its “China Wallet” strategy but instead is helping it reach markets where it is not represented.

“We’re still very China focus as we recognise this market has a large future consuming class, but we also do not concentrate our resources in just one market. It’s important to tap other market segments in countries and markets, which are important to us and where we don’t have a strong presence,” explained Dorsett’s president and executive director, Winnie Chiu (pictured left) on why it went to bed with Diamond Resorts.

Through this alliance, which was inked in Hong Kong in April this year, Dorsett will be able to leverage on Diamond Resorts’ wide reach in the US and Europe, where it does not have any properties or sale representation, to expand its footprint and brand presence there.

“We could also increase the arrivals of US and Europe travellers into Hong Kong by tapping into the existing Diamond Resorts 1.4 million owners, members and guests.” added Chiu.

As one of the largest hospitality companies in the world Diamond Resorts, which has its global headquarters in Las Vegas, Nevada, has 330 vacation destinations spanning 33 countries in the US, Hawaii, Canada, Mexico, the Caribbean, South America, Central America, Europe, Asia, Australia and Africa.

Dorsett wants to reach some of these countries where it has no plans to acquire properties. Similarly for Diamond Resorts, it wants to expose its clientele to Asia without the need to built hotels.

“Our affiliation is the perfect fit to achieve our aim to grow in each other’s markets,” is how Bruce Delfik (pictured right), partner with Diamond Resorts, describes the cooperation between the two companies.

“We share the same philosophy and value as Dorsett, as well as the synergy to create unique holiday experiences for our guests. Through Dorsett we can expose our guests to Asia and, in turn, its (Dorsett) guests get to experience our properties in America, Europe, Africa and other destinations. It’s thus a win-win situation for both our companies,” he added.

The partnership sees:

• Dorsett offering room inventory from its hotel portfolios comprising Dorsett Hotels & Resorts, d.Collection and Silka Hotels, with inventory upon availability and at a compensation to Diamond Resorts members.The latter will pay for the room with their Diamond points.
• Diamond Resorts promoting Dorsett properties to its 1.4 million owners, members and guests throughout North America and Europe, where the latter currently does not properties, and sales or marketing representation.
• Diamond Resorts promoting Dorsett brands in all its collaterals as well as online, with bookings available on its websites and call centres.
• Dorsett promoting Diamond Resorts to its FIT guests via its sales network in Asia.

Chiu said there is no time frame to the partnership as it is working well, and in line with its growth strategy.

“We are keeping to our compound growth rate of 20%. By 2016 we expect to increase the room inventory by 80%, bringing the room count to 7,300 rooms,” said Chiu.