Case Study: Burj Al Arab Hotel, Dubai

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Facilities and Services

The hotel’s clientele are extremely wealthy and require a superior standard of service. This is reflected in the services and facilities that are offered in the hotel. The hotel has 202 suites across 27 floors. Each floor has its own private reception desk and in suite check-in facilities. The rooms are equipped with in-room office, dining, kitchen and bar facilities, jacuzzi and spa bath facilities, electronic curtains and air conditioning, widescreen plasma TVs and pillow and quilt menus. The rooms use state-of-the-art furnishings and in-room facilities that are associated with recognised brands including Versace bedding and Hermes amenities. The executive and presidential suites have private cinemas and full size bars. The service that is provided in suites is highly personalised with the use of private butlers. The hotel has nine different restaurants. This includes the Al Muntaha, a ‘floating’ restaurant that literally hangs in the air and the Al Mahara which is accessed via a simulated submarine voyage and contains an extensive aquarium. In

terms of transportation to and from the hotel, all guests have access to chauffeur-driven cars including Rolls Royces and BMWs. The hotel has its own helipad and provides its own private beach which is for the exclusive use of Burj Al Arab guests only. At night the hotel is lit up by an alternating light show that conveys its grandiose exterior to onlookers.

Awards

The Burj Al Arab has received a number of awards including twice winning the Best Hotel in the Middle East at the Ultimate Luxury Travel Related Awards (ULTRAs) and the Best Resort in the Middle East and Africa at the Conde Nast Traveller Reader’s Choice Awards 2007 staged in the United States

Questions

1. Discuss what the business development motives have been for the Jumeirah Group developing the Burj Al Arab.

2. Evaluate the distinctive features of the Burj Al Arab. How distinctive are they when compared to competitor offerings?

3. It claims to be of 7 star standard. Discus how it achieves its 7-star standard ?

Source: Ahmed H, Crispin D et al (2010), Hospitality Business Development,01st Ed, Elsevier Ltd

http://www.jumeirah.com/en/Hotels-and-Resorts/Destinations/Dubai/Burj-Al-Arab/

http://en.wikipedia.org/wiki/Burj_Al_Arab http://www.forbestraveler.com/hotel-review/Dubai/Burj-Al Arab.html

https://www.youtube.com/watch?v=73iMe0AtgZ8