Dream Hotel Group, operator of the Dream, Time, Night and Unscripted hotel brands, is homing in on locations in London, Chicago, Los Angeles and Sao Paulo that could soon fly the Chatwal flag and expand that five-star boutique brand beyond its solo location in the heart of New York’s Theater District. 

Ashish Verma, vice president of the company's luxury division, said that Dream Hotel Group was looking for properties it could “revive rather than create.” As with the New York location, he said, the company would “start with historical [features] and bring it out from there,” adding contemporary luxury elements.

The group would be a “collection” rather than a chain, he emphasized. “There will be common denominators rather than standards.”

For instance, the new locations will range in size from the original Chatwal’s 76 rooms to a maximum of 150. And like the first Chatwal, he said, “we want to work with good chefs, Michelin chefs. There will be a spa. The hotel will be intimate and with a high degree of personalization. It will be what I call a ‘mini-grand’ hotel.”

The Chatwal’s vice president of sales and marketing, Alistair Ballantine, said that each room, and not just suites, will come with a butler, as the rooms in the New York property do.

Ballantine said Chatwal candidate properties have been identified in London and Chicago, and that Sao Paolo was targeted because “it’s short on five-star hotels.”

“Big brand names have a problem [in the luxury space because] they become cookie cutter. You could open your eyes and be anywhere in the world. The Chatwals will have a sense of place,” he said.

Ballantine, who joined the company full-time in January, said that travel advisers will continue to be an important part of the brand’s distribution strategy, and that a dedicated leisure sales manager position was recently created because “we felt we weren’t covering the travel agent community as well as we should have been doing.”
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Correction: Hampshire Hotels changed its name to Dream Hotel Group.

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