The Burj Al Arab. The impossible
realized. Imagine creating a business that has excelled to the point that it
surpasses the highest quality rating available in its industry! The Burj Al
Arab is a hotel that surpassed the rating system created for the hotel industry.
This facility was designated the first 7 Star hotel in the world. Not 6, but
7, on a scale of 1-5.
Located in Dubai, United
Arab Emirates, "The Burj" is the unmistakable leader, because it understands
that it's the whole experience that makes the sale, not just elements. Marketers,
designers, customer service, accounting-- everyone take note. If the hotel offered
the best room service, they would not be the best in the world. If the suites
were outfitted with all the amenities such as fax, phone, internet, wet bar,
they still would not be number one.
What makes this all work
is the package. They first started off with a concept to create the ultimate
experience with no holds barred. The building itself is an architectural wonder,
appearing to look like a sail or a "jib" to devout sailers. The building's height
reaches higher than any other hotel, yet it uses sophisticated structural design
to minimize sway. The 28-story complex comprises 202 deluxe suites broken down
into Deluxe through Royal Suites, each overlooking the sea with large scale
Each and every floor has
a concierge desk, while over 1100 staff members cater to every need of every
customer. The statistics are that there are over 5 staff members for every visitor.
Diversity is also a big issue, as the staff boasts over 50 different nationalities.
There are 7 upscale restaurants, each visitor to the health club gets a personal
trainer, a complete spa with services, full business conference facilities and
sports and fitness activities. Each room actually has a full business center
with copiers and scanners to boot. Ever wanted to take submarine ride? There
is a two- minute ride to one of the restaurants. From the ground up, the design
of the business was to offer the extreme and in doing so, create the ultimate
experience. If you're interested in experiencing these amenities, the price
is $900-$7000 per night.
What 7 message does the
1. A firm can do the impossible,
if there is a dream and a plan.
2. If you focus on the customer, the customer will pay the going rate.
3. All aspects of the business must be coordinated as one experience.
4. Diversity helps to insure continuity and secured service.
5. Painstaking detail is needed to create the package.
6. Know what your customer expects.
7. If you're going to do it....do it right!!!
David & Lorrie Goldsmith
are founders of the Syracuse based MetaMatrix Consulting Group Inc. Their firm
specializes in consulting and speaking services. They can be reached at 315-476-0510
888-777-8857 or emailed at firstname.lastname@example.org