‘Real experiences’: Mondrian Hong Kong general manager on why community matters

Hong Kong’s five-star hotels can come across as intimidating, with more conservative properties wanting to shield their well-heeled visitors with ornate decor, black-uniformed staff and chintz seat cushions that ask: “Are you worthy?”

For Dirk Dalichau, general manager of Mondrian Hong Kong in Tsim Sha Tsui, a hotel’s message should be welcoming – not only for guests but the wider community in the city.

“I have been involved in so many projects that changed the hospitality landscape,” says the 58-year-old German hotelier who has also worked at The Mira Hong Kong, Ovolo Hotels and Eaton HK since landing in the city two decades ago.

“But I want to emphasise that it’s never just me – I am always part of a team. And team members are endless sources of inspiration.”

In March this year, to coincide with Hong Kong’s art week, Dalichau invited Bunny Cadag to share her story as a Filipino trans multimedia artist in “The Lullabies that Lived”. She performed at Mondrian’s Roofgarden and exhibited works at Mondrian’s annex space, The Corner Shop.

“The Corner Shop is accessible to everyone,” Dalichau says of the street-level space located next to the hotel. “There are no barriers; people don’t even need to enter the hotel.

“Corner shops around the world are where life happens. It is part of every community’s social fabric. Our Corner Shop gives Mondrian vibrancy. The neighbourhood understands that we are part of the scene, and some have told me that their businesses have improved since the hotel opened in late 2023.”

How he fell in love with hospitality

Dalichau first fell in love with the hospitality industry as a child, spending holidays hanging around hotel lobbies while his family was at the beach. He pretended he was a waiter and wrote elaborate menus, thrilled by the idea of providing beautiful moments through curated tables laden with scrumptious food.

“I found hotels fascinating,” Dalichau says. “So much goes on in them. I had romantic ideas of the industry at the time. I still feel that now.”

Born in Frankfurt, Dalichau grew up between London and Germany. His father, Dr Harald Dalichau, was a leading German heart surgeon and thoracic specialist, and the family relocated frequently for his research.

Dalichau initially considered a career as a diplomat to fuel his travel bug and desire to work abroad. Eventually, his passion for hospitality led him to the Glion Institute of Higher Education, a Swiss hotel school, and management training at The Boca Raton resort and club in Florida.

He got his start at Hilton in Germany, moving up the ladder to become its regional director of marketing for Central and Eastern Europe in 1997.

“Wolfgang Neumann, then president of Europe for Hilton, was an amazing mentor,” Dalichau recalls. “He knew that I was a free spirit and couldn’t sit in an office. That’s how I got the chance to open The Trafalgar [rebranded The Trafalgar St. James London in 2017].”

Making a move to Asia

At The Trafalgar – where he was general manager from 2003 to 2005 – Dalichau met Martin Lee Ka-shing of Henderson Land Development. Lee was seeking a hotelier with no preconceived ideas about Asia to spearhead the transformation of Hong Kong’s 50-year-old Miramar Hotel into The Mira.

“I had always wanted to go to Asia,” Dalichau says. “I love its many traditions woven into modern life. Henderson was so open-minded and willing to take a risk with me. The Hong Kong hotel industry at the time was very traditional. It was a steep learning curve.”

Since then, with every hotel challenge that Dalichau tackles, he recalibrates and fine-tunes community building to suit. In 2017, he joined Eaton HK as managing director, a year ahead of the hotel’s major rebrand. He was told then that the concept for an inclusive space would never fly in its Nathan Road location.

“It was the most visionary concept I had ever worked on,” he says. “Eaton was about diversity no matter what age, religion or social background. It embraced more than the LGBTQ community.

“We wanted it to be as relevant as possible and ensure that people can use spaces without an obligation to spend money, such as attending a music event.”

Music became a core feature, with a dedicated DJ booth installed in the basement-level Food Hall, directly above the one-Michelin-starred Cantonese restaurant Yat Tung Heen. Over time, the Food Hall has become a popular neighbourhood hangout, while Eaton Workshop has hosted diverse events such as film screenings, yoga classes and Cantopop concerts in spaces dotted across the entire property.

Why word of mouth matters

Dalichau helped shape Mondrian Hong Kong, which opened in December 2023, from the ground up when he took over his current role in 2022. The hotel now has strong cultural pull and an identity that fosters dialogue between guests and locals.

“There is a commercial aspect to our outreach. It replaces traditional marketing,” says Dalichau. “If locals embrace you, half the battle is won. Word of mouth is very powerful. If we create relationships, recommendations are genuine.”

During the devastating Wang Fuk Court fire in Tai Po last November, Dalichau called Mondrian’s owner, Peterson Group, to suggest offering free emergency accommodation to victims affected by the tragedy.

Today, the hotel’s art and culture events have helped bolster local talents ranging from choirs to graffiti artists by providing space and support.

“As a business, we need to give back and celebrate a sense of place,” Dalichau says. “We can only do that if we involve the community. I’m convinced that if locals go there, tourists will follow for real experiences.”

Rebecca Lo