In conversation with Eugenio Pirri, co-CEO Dorchester Collection (Exclusive Interview)

You have been with Dorchester Collection since 2011 in several critical roles aimed at creating a solid company culture as well as in charge of its People. How important is the new task for you within the company?

I’ve always been motivated to create and deliver experiences that were linked to the emotional needs of our guests and employees. Luxury has become a state of mind for me and the opportunities to excel within it are truly endless.  This means living our vision and values, and providing a positive environment for all to thrive and belong.  My new role allows me to fulfil my and my joint-CEO Helen Smith’s long-term strategy of ensuring that the legacy of Dorchester Collection is continued with its focus on its extraordinary hotels where stories are written and legends made.

Human resources have been at the heart of Dorchester Collection’s continued success in an industry which relies heavily on customer service. Tell us more about the means to achieve consistency. 

To ensure our standards are consistently high, we created the Dorchester Collection Academy 12 years ago with five components mapping the customer journey. We have developed 70 more programmes for people to become masters in their roles with inspirational leadership tools to ensure our almost 4,000 employees grow to their full potential and deliver the ultimate customer service experience.

I began my hotel career when I was 18 years old, first as a room attendant, as well as an on-call banquet event server, so I know how important it is to give our people opportunities and to enjoy the day-to-day working life.

For years, Dorchester Collection has been guided by the motto of ‘We Care’. 

Creating an environment where people feel safe and respected has always been our priority. We want to see our people positively engage and prosper.  Our ‘We Care’ philosophy is based on our core values of passion, personality, respect, working together and creativity, which are the cornerstone of everything we do. Together we work as a talent community with a shared passion and commitment to each other and our loyal guests. Our legendary hotels are the backdrop to our overriding principle of belonging, a place where our people flourish and can be themselves.

Ultimate luxury standards in hospitality are not only about the service but also about the product. What has been Dorchester Collection’s approach to ensure hotels boast the finest product?  

We invest continuously in our hotels and always partner with the very best architects, designers, spa operators and chefs.  All this is underpinned by the strength and reputation of the Dorchester Collection brand, which brings us together while setting us apart.  Our hotels are places where there is a seamless merge of storied heritage and the contemporary, where hospitality is an art informed by centuries of ritual and graciousness. We have a unifying theme of timeless glamour with a playful twist to keep it fresh and relevant.

The Dorchester has been undergoing a massive renovation also aimed that ensuring supremacy for the next decades. Tell us more about the innovation aspect – new venues have been launched etc. 

 Our Mayfair hotel has undergone its biggest renovation since the 80s and has transformed into an even more majestic and inspirational setting.  The most renowned names in design and architecture have reimagined the interiors with Pierre-Yves Rochon, who redesigned the hotel entrance, The Promenade, the ‘Instagrammable’ Cake & Flowers boutique, and the guest rooms and suites; and Martin Brudnizki Design Studio has skilfully redesigned the bar. By cultivating and encouraging sophistication without snobbery, style without excess, and curiosity without judgement, this remarkable hotel now embraces its next chapter as the London hotel for those who make the world turn. 

I personally love the enhanced light that streams throughout the lobby and the original collection of contemporary artworks by British artists, which offer a new take on nature and have been created to evoke the sensation of strolling through the British landscape.  As well as the artworks reflecting the hotel’s proximity to Hyde Park, The Dorchester’s newly opened garden-themed rooftop bar also takes advantage of the hotel’s expansive park views. This Secret Garden alfresco dining and bar is open until 3 September and there’s no better place in London to enjoy a summer spritz and seasonal treats.

The majority of your properties are owned and operated by Dorchester Collection, nevertheless, later this year you are opening The Lana in Dubai, which is a managed property. Is this the business model you are pursuing or the company is still ready to acquire the right asset? Combination, opps to align with brand, looking at residences, etc.

We remain flexible in regards to our approach to development from full ownership to management agreements such as The Lana, Dubai. This hotel will open later this year as a landmark of luxury and be our first hotel in the Middle East. Designed by Foster + Partners and beside the waters of Dubai Canal, it’s an architectural marvel.  Shortly, we will be revealing some very exciting partners from world-class chefs to our new spa, so stay tuned

Another management agreement will be our first hotel in Asia, opening in 2028 at the top of Japan’s tallest building.  The Tokyo Torch project will reveal a futuristic tower with sweeping vistas of Tokyo Bay and Mount Fuji.

Residences are becoming increasingly strategically important in our overall growth plan and we are now managing Mayfair Park Residences next to London’s 45 Park Lane, as well as four residences in Dubai to accompany The Lana, with even more to come there.

Are there any destinations you are particularly seeking to expand to? 

We are looking at city centres and resorts in key destinations where our guests choose to go in order for us to join up the dots more. Of course, New York is the top of our list as one of the world’s most dynamic cities.

Many luxury hotels in the most diverse destinations worldwide continue to be challenged by staffing. What is your view? 

As building an environment where our employees can thrive is our priority, we are fortunate with attracting and retaining our people. We have less than 7% vacancies, which is one of lowest in the hospitality sector. In addition, we have widened our recruitment channels from the hotel schools, so we have a broader range of people wanting to work for us and benefit from the training opportunities at our globally renowned Dorchester Collection Academy.

What are your top priorities in your new role as joint CEO? 

My new role, which started on 1 July, is all about our legendary people and protecting our culture.  This means that I will continue to shape the direction of Dorchester Collection to best serve the needs of our employees, guests and owners. As a role model for our core values and brand experiences, we encourage continuous growth and innovation by supporting the highest levels of employee and guest engagement.

I have worked within the hospitality industry for the past 30+ years and within Dorchester Collection for the past 12 years, so continuity is key whilst anticipating future trends and optimising technological improvements.  We are developing legendary experiences in all our different markets while ensuring that our service levels are consistently exceptional.  Our new hotels in Dubai and Tokyo are a major and exciting focus for me and all our company.

Which are your key motivation factors in your every day job?

I am highly motivated by strong communication across all levels of the organisation to ensure we all continually align to the vision and culture of the company. With this, I like to operate in an agile manner, taking risks when appropriate to elevate the brand and respond to the changing environments around us. Respecting the individuality of our legendary hotels is important and therefore applying these principles allows us to be nimble and adapt quickly as and when needed.

Thank you Julia Record, Global Director of Communications and Partnerships, Dorchester Collection 

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