JEBEL ALI International Hotels, a Dubai-based, locally-owned company with over 30 years of hospitality experience, have announced a new strategic rebranding process.
Jebel Ali International Hotels, a name steeped with tradition, value and well known within the UAE, will make way for the fresher ‘JA Resorts & Hotels’. But while a new name and logo come into play, the promise of heartfelt hospitality at the group’s properties remains the guiding principle.
The new identity ensures a consistent and engaging brand that will enhance the group’s presence overseas as they look to expand into international markets. Interbrand, the highly acclaimed branding agency were appointed to assist with the project, accurately identifying what the group stood for and re-aligning their brand vision, mission and values in keeping with the new brand promise.
David Thomson, chief operating officer of JA Resorts & Hotels has been with the company for over 10 years and remarks “At JA Resorts & Hotels we employ over 1,500 people and it was therefore essential to dedicate time to launching the brand internally before we revealed it to our guests and partners. I was completely overwhelmed at the positive reaction from our associates and although Interbrand gave us the building blocks, it was our team internally who put them together”.
Kevin Wallace, chief executive officer reassures the long-term, repeat guests to the properties by saying “Essentially, we’re reinforcing what we already do well, which is ‘heartfelt hospitality’ at all of our properties, whether big or small, central or remote. JA Resorts & Hotels, as an experience is all about casual luxury and heartfelt hospitality, an assurance that we guarantee at any one of our resorts or hotels”.
JA Resorts & Hotels have also announced that they will open two properties in early 2013. The Ocean View Hotel will open in Dubai Marina as Dubai’s only four-star hotel on the beach. This family hotel offers 342 rooms, all of which have sea views as well as six restaurants and bars, gymnasium and temperature controlled infinity pool. Enchanted Island Resort is also due to open and will be the group’s first international property outside of the UAE. The luxurious Seychelles hideaway features only 10 spacious villas, which spaciously circle the perimeter of the five-acre island.
Additionally, the company re-opened its award-winning property, Palm Tree Court, one of the two luxurious hotels based at Jebel Ali Golf Resort in Dubai. The Palm Tree Court re-opened following an extensive upgrade and refurbishment programme which has given the entire resort a face-lift. Not only have the leisure facilities and dining outlets been improved and enhanced, but an additional 74 suites and junior suites have been added to the accommodation offering. The popular White Orchid Restaurant and Lounge has been completely refurbished and with its new look, welcomes Therese Neaimé, a local music legend, six nights a week.
Fredrik Reinisch, general manager of Jebel Ali Golf Resort said “I’m pleased to announce that we have added an additional beachfront pool, enhanced two of the most popular restaurants and generally beautified the surroundings to ensure that we’re providing the very best for our guests. The addition of four new villas, including a luxury villa – The Residence, really pays testament to our guests and the level of service we can provide”.
This beachfront villa houses a limited collection of spacious two-bedroom suites, one-bedroom suites and junior suites.