Brunei's introduction of sharia law, which includes stoning to death, whipping and amputations for gay people, has led hundreds to protest against the new penal code.
Gay rights groups in the UK and the US have retaliated to the so called "stone the gays" law by taking to social media to voice their anger.
They have called for a boycott of the hotel chains owned by Sultan Hassanal Bolkiah, after an LGBT philanthropist conference cancelled its bookings with the Collection's Beverly Hills Hotel last week.
Properties include: The Dorchester, Coworth Park and 45 Park Lane in London; Beverly Hills Hotel, Hotel Bel-Air, Hotel Eden in the US; Principe di Savoia in Italy and Hotel Meurice in Paris.
Many celebrities have since joined the boycott. Comedian and activist Stephen Fry has scrapped his reservations with the Dorchester hotel and the Coworth Park Hotel.
Designers Peter Som and Brian Atwood have vowed to move Fashion Week events, normally held at chain venues owned by the country.
Presenter Ellen DeGeneres has also backed the boycott.
She posted on twitter: "I won't be visiting the Hotel Bel-Air or the Beverly Hills Hotel until this is resolved."
Spokesperson for The Dorchester Collection has responded to the pressure action:
"We are sensitive to the fact that any such potential withdrawal of business directly impacts our employees, who represent the full diversity of society.
"We continue to abide by the laws of the countries we operate in and do not tolerate any form of discrimination of any kind.
"We are aware that many variations of Sharia law are practiced in many countries throughout the world and these countries have diverse business interests including fashion, hospitality and travel groups, media, entertainment, banking and many other sectors."