Mandarin Oriental is one of the leading luxury hotel groups in the world and operates 23 luxury hotels in different countries across the globe. The Mandarin Oriental brand was started in 1963 in Hong Kong and was born out of collaboration between The Mandarin of Hong Kong and The Oriental of Thailand. Both these hotel brands were landmarks and had a reputation for offering excellent service. In 1985, these two hotels were merged into a single organization and brand under the name Mandarin Oriental Hotel Group.

Mandarin Oriental has built its brand on service excellence with a stated mission to delight the customers. The core of the Mandarin brand is steeped in offering customers an unforgettable experience by blending local cultures, exotic art, lively ambience and breathtaking vacations. Every hotel under the group offers the unique oriental feel and ambience including the taste, smell and the friendly service.

The fact that Conde Nast Traveler USA rated Mandarin Oriental Hotel Group the number one hotel in the United States in 2005 is a testament to the hotel brand's success of delivering Asian service even in the Western world.

Mandarin Oriental has been running a consistent and long-term global advertising campaign based on top-notch celebrities endorsing the brand. The campaign has featured celebrities like Vivienne Tam, Kenzo Takada, Isabella Rossellini, Jerry Hall, Lance Armstrong, Michelle Yeoh, Frederick Forsyth, Vanessa Mae, David Tang, Elle MacPherson, Bryan Ferry and I. M. Pei among others.

But as more and more Asian hotel groups such as Banyan Tree, Shangri-La and other brands expand around the world, creating a strong brand and a tangible differentiation becomes very important in the hospitality industry. What will earn these hotels the loyalty of customers and sustained profitability is a sustained and consistent adherence to the brand promises of service and quality.