MIDDLE EAST – Dubai-based Jebel Ali International Hotels has undergone a rebranding process and will now operate under the name J A Resorts and Hotels.
J A Resorts claims the new identity will ensure a consistent and engaging brand that will enhance the group’s presence overseas as it looks to expand into international markets.
“At J A Resorts we employ over 1,500 people and it was essential to dedicate time to launching the brand internally before we revealed it to our guests and partners,” says Chief Operating Office of J A Resorts and Hotels, David Thomson. “We had a positive reaction from our associates and although Interbrand gave us the building blocks, it was our team internally who put them together.”
J A Resorts and Hotels has also announced it will open two properties in early 2013. The Ocean View Hotel will open in Dubai Marina, offering 342 rooms, six restaurants, bars and gymnasium. Enchanted Island Resort is also due to open and will be the group’s first international property outside of the UAE.
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