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Dorsett Hospitality International is set to launch a new brand as part of its growing portfolio, Dao by Dorsett, which will see it open an aparthotel concept in West London on 1 June.
The brand will reportedly aim to provide an “antidote to the traditional hotel formula” with its aparthotel model, and marks the group’s first foray into aparthotels.
Dorsett said that the new brand will bring “socially driven and locally minded aparthotels to guests in central locations across the world, offering guests their own custom living space and the chance to interact with their neighbours and local environments”.
Each property within the brand will be centrally located and feature high quality fully serviced apartments, catering to guests looking for longer or short-term stays. All apartment units in Dao by Dorsett properties will come in either one or two bedroom configurations with multi-functional kitchenettes, living space to work and relax, and in some cases, private outdoor terraces. There will also be accessible studios available.
The brand’s first opening, Dao by Dorsett West London, will comprise 74 fully serviced apartment units overlooking Shepherd’s Bush Green. The site itself dates back to 1910 when it was opened as the Shepherd’s Bush Cinematograph Theatre. Over the subsequent decades the property changed hands but maintained its cultural ties with cinematography.
Dorsett Hospitality international president Winnie Chiu said: “The world has changed incredibly quickly in the last two years of the pandemic but it has also reaffirmed the value of connection.
“The Dao by Dorsett experience will be tailored from arrival, offering a new way to travel which is intrinsically linked to the local community and the flexibility to custom-fit each stay. Being able to provide a longer-stay option with thoughtful services and amenities will enable our guests to get the most out of their time reconnecting with friends and loved ones as travel resumes.”
