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Events / Causes

Dorchester Collection pampers parents-to-be with Royal birth-themed packages

June 27, 2013


Hotel chain Dorchester Collection is welcoming parents-to-be with amenities that aim to please guests during their stay and potentially earn life-long customers.

The amenities cover many facets of a parent-to-be's daily life and will be available at four Dorchester Collection properties in England. The offers may find enthusiastic reception in Britain since the event is inspired by the excitement surrounding the imminent birth of the Duke and Duchess of Cambridge's baby.

"There is a general feeling of excitement in the country with the upcoming Royal birth," said Rosanna Fishbourne, area director of communications at the Dorchester Collection, London.

"The Dorchester Spa has always had a fantastic offering for mothers-to-be with many treatments focused on really pampering and making expecting mothers feel relaxed," she said.

"The therapeutic massage for soon-to-be-fathers is a particularly nice touch that we feel and is an example of how the hotel really goes the extra mile to make each of its guests feel special."

Pour the tea
The Dorchester Collection is striving to make parents-to-be as comfortable and well-equipped as possible during their stay.

A mother-to-be's cravings can be indulged with specifically designed treats.

Further pampering can be requested with massages, a special supportive pillow uniquely-designed for pregnancy and late checkout for additional rest.

Dorchester spa-manicure-pedicure room

Chefs will advice women on what foods to avoid during pregnancy to maximize the health of their new born.

Guests can also take baby-friendly cooking classes that concentrate on healthy, organic options.

Sunken garden at Coworth Park

Locations offering these options include Dorchester or Park Suites at The Dorchester, the Penthouse Suite at 45 Park Lane and The Dower House at Coworth Park.

Penthouse bedroom at 45 Park Lane

The packages start at approximately $7,660.

The timeliness of this offer is likely to spur more consumers to take advantage of it.

"The Dorchester often plays host to major celebrations from honeymoons to birthdays," said Taylor Rains, account coordinator at Rawle Murdy Associates, Charleston, SC.

"The whole world, especially those in England, is anxiously awaiting the newest addition to the Royal family in July," he said.

"Women want to be like Kate Middleton, and by giving expecting mothers the chance to be pampered like Kate and treated as a Royal in the The Dorchester 'palace,' the property is effectively leveraging a restricting trend generating interest among its luxury consumer base."

He spoke, she spoke, bespoke
Customizing treatment for specific consumer segments continues to be a major trend in the luxury industry.

The Dorchester Collection previously toasted women and its female sommeliers from three properties with the first “Women in Wine Road Trip” event that celebrated International Women’s Day March 8.

The Women in Wine Road Trip comprised events at three Dorchester Collection properties in Europe March 6-8. At each event the sommeliers discussed wine topics and working in a male-dominated industry (see story).

By targeting limited segments rather than blanketing the market, guests may feel inclined to take advantage of offers.

Additionally, such incentives can breed strong consumer ties.

"In terms of its market effectiveness, a package like this at a property like The Dorchester has the potential to foster some strong repeat traffic and brand loyalty among guests, who are likely to see it as a family-friendly destination for years to come," Mr. Rains said.

"It may not pull a huge amount of traffic to the property, but it will certainly draw attention and press owing to its timeliness," he said.

The Dorchester, meanwhile, seems to understand the importance of spending extra time on individual segments.

"Since opening in 1931, The Dorchester has welcomed people from across the globe," The Dorchester Collection's Ms. Fishbourne said.

"The Dorchester’s guests look for unique luxurious experiences, something which the iconic hotel strives to deliver with every new offering," she said.

Final Take

Joe McCarthy, editorial assistant on Luxury Daily, New York