What’s the connection between Hollywood’s celebrity elite and an ancient law that punishes homosexuality with death by stoning? The Dorchester Collection, a string of luxury hotels including the famed Beverly Hills Hotel and other five-star lodging used by A-listers who have launched an aggressive boycott.
The problem is not the hotels themselves but their ownership by the Brunei Investment Agency. Recently, Brunei adopted the Sharia Law, which punishes theft with the severing of limbs, and adultery and homosexuality with death by stoning.
Celebrities and bold-faced names protested with a boycott of the Brunei-owned hotel chain. Understandable, though questionable; will oil-rich Brunei be affected by Richard Branson’s vow that no one from the Virgin family will stay at Dorchester hotels? No, but hotel employees will suffer, as Christopher Cowdray, CEO of the Dorchester Collection, pointed out. “During this challenging time, we have been deeply touched by the tremendous support received from our loyal guests and longstanding business partners who recognize that Dorchester Collection hotels are part of the fabric of their social communities.” In other words, guilt by association should not be punishable by economic death.
THE PR VERDICT: “D” (PR Problematic) for The Dorchester Collection hotel chain.
THE PR TAKEAWAY: Just deliver the facts. There are times when companies may be adversely affected by their owners’ actions. In this case, there’s almost nothing the Dorchester Collection can do but what they did, which is to point out that they didn’t adopt the Sharia Law in Brunei, and there’s no reason their own employees should suffer for it. That said, financial boycott and the pressure of negative PR sometimes wins out. Will it here? It’s unlikely. If only to keep from losing face, Brunei will probably maintain their position. Dorchester walks a dangerous line between siding with an unpopular owner and maintaining business; best to keep quiet and hope for a sale to a less controversial owner.