p62 ttg_lux_life_in_luxury Wint09 26/11/09 14:28 Page 62
when we’ve needed to but without a
significant drop. We’re definitely seeing
positive indicators that confidence is
coming back into the market as a whole.
What measures have you taken to
survive 2009?
Invest heavily in all our properties – that’s
our surprise answer! We certainly haven’t
cut back, in fact we’ve accelerated our
capital investment programme this year. At
Le Meurice in Paris, we had a programme
in place of refurbishing guest floors over
the next few years but we have accelerated
that instead. The Hotel Bel-Air in LA closed
in the summer, because business had
declined and as we had been planning a
gradual refurbishment programme anyway,
we decided to close and do it in one go. It
will reopen in 2011. Additionally, the clear
message from us to our staff has been
“whatever you do, don’t do anything that
impacts on the guest experience”. In times
like these you have the chance to evaluate
the business and think how you can do
things differently to achieve good yield.
What is the philosophy of The
Dorchester?
The vision for this hotel (pictured inset)
has always been to be the most sought after
hotel in London – not only to stay in, but
also to be seen in. Today, people like to see
people, they don’t want to be tucked away
in some corner of a room – whether
restaurant or bar – all night, so creating an
energy around a hotel and the right type of
y
He has two new UK hotels opening in 2010, a Hollywood
feeling is important. We are also aware we
need to attract younger people and that
hotel closed for major refurbishment and some of the
comes through getting them first in the
world’s most famous hotels under his steely gaze, but
bars and the restaurants.
Christopher Cowdray, chief executive of Dorchester Do you miss managing a hotel?
Collection, has it all under control, says April Hutchinson
I have worked in many fascinating places
and great hotels – from Zimbabwe to Saudi
Arabia; Singapore to Sydney and also ran
What’s coming up for you in 2010? and thoughtful of guests’ needs in terms of Claridges for five years before coming to
uxur
We have two hotels to open in the UK. One technology too, but with a real sense of The Dorchester and then onto The
is Coworth Park, a country house estate style. Our principle is that we choose the Dorchester Collection in my current role.
and spa, which we expect to be ready by right designer for the right hotel, never You get a lot of energy from walking
June 2010 and the other is 45 Park Lane, doing anything the same. In a Four Seasons around a hotel meeting staff and guests
which will open in London in November. or Peninsula, you know the moment you and it is never routine. But I don’t regret
Coworth Park was a wonderful walk in that you are in one of those hotels moving more to the corporate side either.
opportunity that presented itself to us, as there is so much continuity. I have fascinating opportunities and this
with 200 acres of land in an incredible always feels like more like a family
setting. There is something special about How does future growth look? organisation with no politics and a
the spot which captivates me. It started as a We are certainly looking for opportunities, small corporate team, so we all just get
small project and now it is multi-faceted particularly in management, but also on with it.
with 70 rooms divided between a Georgian looking to purchase, should the right thing
main house, a converted stable block and come along. Our intention is to grow and
renovated cottages. In a green-belt area, we have 15-20 hotels by 2015 in North
couldn’t have any new development on the America, Europe and the Far East, so we are
CATCHING UP WITH COWDRAY
site as such, so we sunk our spa into the always looking for opportunities in key
What is your favourite place in the world?
ground and it has a grass roof and herbs are cities there. We have a good niche at the
Le Saint Geran Hotel, Mauritius
being grown for treatments. For Coworth, moment as we get the feeling that many
Where was the first and last place you went on holiday?
The first holiday I remember was to Plettenburg Bay in South
a life in l
it’s also a case of “location, location, owners are disenfranchised with the big
Africa and my most recent was to Little Dix Bay in the British
location” – just 20 minutes from Heathrow. management companies.
Virgin Islands
How to get ahead – any tips?
And will 45 park lane be quite different? What kind of year have your hotels had?
Treat everyone with respect; believe in yourself; and be
determined about what you want to achieve
Yes, it is just opposite The Dorchester and London’s fared best for us and US the
What is your little luxury in life? My car, a BMW 5 series
the designs for it look stunning. It will be worse, with Europe somewhere in
How do you survive a long flight? Sleeping! And reading –
designed by Thierry Despont, between. It hasn’t been a good year but we
I enjoy books like Michael Crichton’s Timeline
who has worked with us on have held our own or are doing better than
How did you get into the travel industry/hotels?
I was training to be a chartered accountant but found myself
some of the other hotels, such our competitor set in most places. You have
later working at Selsdon Park Hotel and enjoyed the hotel world
as The Dorchester and the to be strategic on rates and not have your
What would you do if you weren’t in travel?
Principe di Savoia. This new head in the clouds about what you can still
It would be lovely to run my own sailing charter company
62
hotel will be contemporary charge, so we have certainly softened rates
profile
winter 09 ttgluxury.com
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