Dorchester sales director reveals the ‘huge risk’ that paid off for Dubai debut

While the bulk of Dubai’s luxury hotel brands are found by Jumeirah Beach, The Lana resides more inland on the Marasi Drive of Business Bay.

The downtown area is home to some of the city’s most striking architectural marvels, including the ‘0-14’ building and The Opus by Zaha Hadid, and a plethora of restaurants, lounges and shows. It’s also delicately split by the Dubai Water Canal, a 3.2km waterway offering stunning views of the city’s skyline.  

“We took a huge risk with the location,” Alexandre Hulen, director of sales and marketing at The Lana, Dorchester Collection, tells TTG Luxury. “It’s a new and upcoming area, and nobody was expecting us to succeed there.” 

Hulen stands by the brand’s decision to open The Lana in Business Bay, however, adding that the location has been met with nothing but positive comments from guests. 

“It’s a new and upcoming area, and nobody was expecting us to succeed there” 

“The biggest feedback we have received is that it’s accessible and has unexpected panoramic views of the city,” he says. 

Another risk taken by The Dorchester Collection’s first Middle Eastern property was its refusal to abandon its British heritage, even in one of the world’s hottest tourist destinations. 

Designed by UK-based firm Foster and Partners, The Lana exudes many of the English influences that have defined the collection since its first hotel opened in London in 1931. Guests can expect ‘old-world’ luxury from the moment they arrive; think doormen with top hats, large floral arrangements and afternoon tea on tiered stands.

“We really focused on not doing the same as all the other hotels, as in, doing a Dubai version of their brand,” Hulen said. “We wanted a Dorchester-style hotel in Dubai.” 

Hulen adds that The Dorchester hopes to contribute to a reinvention of Dubai, shifting its global perception from a place of ostentatious wealth to one of enriching culture. “It’s been a fascinating exercise to use the Dorchester DNA, which is the pinnacle of luxury, and put that in a city which is fairly new to the world,” he says.

“The city is going through what I like to call, ‘Version 2.0 of Dubai’,” he explains. “We are moving away from the stereotype that people had in mind – the glitz, the bling-bling. We are refocusing Dubai as one of the financial hubs of the Middle East; as one of the most secure places in the world; and a place of arts and culture.” 

“We wanted a Dorchester-style hotel in Dubai” 

As for its relationship with the trade, Hulen says that the brand remains “very close” with its industry partners. 

“We have our own loyalty programme, where we have about 800 preferred travel agents worldwide. We work with all agents who’d like to work with us. We do a lot of trade fam trips on a regular basis and we also have the great support of the Dubai tourism board.”