Research into sleep and dreams strongly suggests that everyone dreams and that it is the rapid return to the waking state that causes the fleeting images of the dream to fade. By deliberately taking a few minutes to savour and capture the dteails you will start to dramatically improve your dream recall.
Improving Recall
Before opening your eyes in the morning, try to reconnect with the dream and hold the salient images in your mind and, most importantly, the feelings and sensations. then, write down the details in your dream diary as quickly and concisely as you can, remaining calm throughout. Even if all you can remember is just the feeling and atmosphere, write this down.