A chain of hotels currently the subject of a boycott because they are owned by the Sultan of Brunei has responded to plead that the boycott should end.

A new law, which began to be phased in last week, replaces the maximum ten-year prison sentence for homosexuality with death by stoning in the Islamic state.

This led to boycotts of luxury hotel chain the Dorchester Collection, which is owned by Hassanal Bolkiah, the Sultan of Brunei.

The chief executive of the Dorchester Collection Christopher Cowdray said the employees would be affected by the boycott.

He said: “The economic impact of this not only affects our loyal team members but extends to the local community, our valued partners and suppliers.

“Our reputation, which has been built on service and integrity, speaks for itself. We do not tolerate any form of discrimination, we never have and we never will. Our policies are far removed from the politics of ownership.”

Going on, Cowdray said the company would continued to honour its core values: “Integrity, equality and diversity”.

The city council in Beverly Hills earlier this week passed a resolution condemning Brunei’s law to introduce death by stoning as a penalty for homosexuality, and urged the country’s Sultan to sell the Beverly Hills Hotel, also part of the Dorchester Collection.

The hotel has lost out on the pre-Oscars event, the Night Before fundraiser.

On Saturday, Virgin boss Richard Branson announced a company-wide boycott of the hotel chain, while celebrities including Stephen FryEllen DeGeneres and Sharon Osbourne have all urged for businesses to distance themselves from the chain.