Dubai operator completes million-dollar rebrand

Jebel Ali International Hotels becomes JA Resorts & Hotels amid growth

Operators, Ja resorts and hotels, Jebel ali international hotels and resorts

Dubai-based Jebel Ali International Hotels officially became JA Resorts & Hotels today (October 1), following a multi-million-dollar rebranding process.

The operator, owned by Dutco, appointed agency Interbrand to create the new brand, which is being rolled out across its existing properties including the recently-extended Palm Tree Court, Jebel Ali Hotel and Oasis Beach Tower in Dubai, and Hatta Fort Hotel in Hatta.

“This was a strategic decision to ensure that we had a consistent and valued brand that we could take overseas and expand internationally. We have over 30 years’ experience managing resorts and hotels and we’re now in a strong position to take the brand abroad. We believe JA Resorts & Hotels is a brand that will work in a number of markets and now we’ve re-aligned what we stand for, I’m sure our consistent feel to providing heartfelt hospitality will go a long way,” chief operating officer David Thomson told Hotelier Middle East.

Did you like this story?
Click here for more

He said the new brand elements, relating to décor, facilities, and service, have already been implemented at Jebel Ali Hotel and Palm Tree Court, while Oasis Beach Tower would “change” on November 1. A date has not yet been set for the upgrading of Hatta Fort Hotel.


The firm’s first hotel to feature the branding upon opening will be the upcoming four-star Ocean View hotel on Jumeirah Beach, Dubai due to have its soft opening mid-November and the official launch on January 1.

This will be followed by the launch of JA Resorts & Hotels’ first overseas property ‘Enchanted Island Resort’ in the Seychelles.

“We’ve said March 1 will be the hard opening in the Seychelles, we’re looking at a soft opening at the beginning of February,” Thomson revealed, adding that a second Seychelles hotel was “on the cards”.

In May, president and CEO Kevin Wallace told Hotelier Middle East the group had signed contracts for hotels in Goa, Thailand and Sri Lanka, with plans for further expansion in the Indian Ocean region. 

For all the latest hospitality news from UAE, Gulf countries and around the world, follow us on Twitter and Linkedin, like us on Facebook and subscribe to our YouTube page.

Most Popular



Human Capital Report 2017

Human Capital Report 2017

The second annual Hotelier Middle East Human Capital Report is designed to explore the issues, challenges and opportunities facing hospitality professionals responsible for the hotel industry’s most important asset – its people. The report combines the results of Hotelier Middle East's HR Leaders Survey with exclusive interviews with the region's senior human resources directors.

Hotelier Middle East Housekeeping Report 2016

Hotelier Middle East Housekeeping Report 2016

The Hotelier Middle East Housekeeping Report 2016 provides essential business insight into this critical hotel function, revealing a gradual move towards the use of automated management and a commitment to sustainability, concerns over recruitment, retention and staff outsourcing, and the potential to deliver much more, if only the industry's "image problem" can be reversed.

From the edition

From the magazine