While many event planners are seeking out venue spaces offering delegates something outside the usual to create a bigger delegate impact, she says it’s the flexibility and freedom of the Dorsett brand that planners appreciate, especially amid the large number of corporate hotels that have opened in Melbourne over the past few years.
“Our approach has allowed the hotel to remain agile in an increasingly competitive market. There are no extensive approval processes, meaning we are quick off the mark and able to meet the individual needs of clients and guests without working around too many global contracts,” she explains.
“Dorsett isn’t bound by the stricter brand guidelines of larger hotel brands,” she says, “meaning we can provide a more tailored experience for a guest…operationally, we can make swift changes or tweaks to our processes to improve efficiencies.”
She cites specific conveniences such as the brand’s self-check-in and check-out robots and the CBD location that allows every delegate to have an “essence of Melbourne” experience.
“From photography and murals by local artists throughout the hotel and …utilising Melbourne and Victorian-based suppliers in our conferencing and events menus, we celebrate and work with neighbouring businesses where we can,” Ashford adds.
One surprising partnership is the collaboration with the Ritz-Carlton hotel next door. With the ability to cater to more boutique and mid-sized business events, over larger conferences, the two properties have worked together supporting planners in finding the right venue.
The variety of spaces available for event planners at Dorsett Melbourne includes three meeting rooms and dining space for up to 130 guests. “Our Club Lounge can be privately booked, as well as the luxurious Jin Bar on the lobby level,” Ashford says.
Notably, their two private dining rooms with not-so-commonly found AV capabilities and floor-to-ceiling windows have also proved popular.
“Dorsett Melbourne has hosted almost every type of event including product launches for fashion brands, training sessions, recruitment days for airlines and boardroom meetings for [ASX] listed companies,” she says.
Since its launch in Australia, the Dorsett brand has quickly positioned itself as a flexible and boutique brand willing to adapt to event planners’ needs over corporate consistency. They believe this non-restrictive approach sets them apart from the crowd.
