Dubai operator completes million-dollar rebrand
Jebel Ali International Hotels becomes JA Resorts & Hotels amid growth
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.
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.