商务英语案例之帆船酒店

—BurjAl

ArabHotelTheworld'smostluxurioushoteldidtheybuildsuchahotel?WHYDubai

is

the

second

largest

city

in

theUnited

Arab

Emirates.

After90years

of

the20th

century,

it

developed

tourism

in

a

largepower.

With

high

quality

environment

and

richculture

(83%

of

the

population

is

foreigners),

Dubai's

tourists

is

mostly

models,artists,

businessmen

and

high-income

groups.

BackgroundShaikhMohammadBinRashidAlMaktoum

ThechieftainwantedabuildingthatwouldbecomeaniconicorsymbolicstatementforDubai.Heisanambitiousandfar-sightedman，knowingthatDubai'sdevelopmentcannotonlyrelayonoil,heistyringtomakeDubaithemostbeautifulcityintheworld,aimingtoattracttouristsandbusinessmenallovertheworld.Inordertoachievethisgoal，ShaikhMohammedoversawthedevelopmentofnumerousprojectsinDubaiincludingthecreationofthePalmIslandsandtheluxuryBurjAlArabhotel.HealsopromotedtheconstructionofBurjKhalifa,whichisnowthetallestfree-standingstructureintheworld,world'stallestbuilding.Inthepeople'seyesinDubai,heisnotonlytheirchieftainbutalsoanoutstandingartist.Iadmirehisboldnessverymuch.BurjAlArabwasdesignedbyarchitectTomWright

ofWKKArchitects.ThedesignandconstructionweremanagedbyCanadianengineerRickGregoryalsoofWSAtkins.ConstructionoftheIslandbeganin1994.Itwasbuilttoresemblethesailofadhow,atypeofArabianvessel.Two"wings"spreadinaVtoformavast"mast",whilethespacebetweenthemisenclosedinamassiveatrium.DesignanddesignerTomWright

TomWrightisaBritisharchitectandtheBurjAlArabishismostfamousdesign.Inhisopinion,alandmarkmustbeofsimplebutspecialshapesothatpeoplecandetermineit'slocationinafewsimplelines,justlike:Egypt

France

NewYorkSydney

Italy

PyramidEiffelTowerOperaHouseLeaningTowerofPisaStatueofLibertySoTomWrightusethepicturetostandforDubai,reflectingDubai′sseafaringheritagecombinedwithamodernaspectmovingforwardsintothefuture.ShaikhMohammadwasdeeplytouchedbyhisdesign,sohe

wasselected.Forhisdefinitionaboutlandmarks,Ican'tagree

more!ConstractionBurjAlArab

Hoteltook

five

years

finally.

It

use

two

and

a

half

years

to

fill

out

the

man-made

island

in

the

ArabianSea,

and

two

and

a

half

years

with

the

construction

itself,

using

9,000

tons

of

steel,

and

to

build

the

foundation

piles

250

hit

40

meters

deep

next.PalmIslandGeneralIntroductionThisuniquesailshapedbuildingstandsproudlyonaman-madeisland

280metresoffshore,linkedtothemainlandbyagentlycurvingcauseway.

At321metreshight,thehotelistallerthantheEffelTowerandonly60metresshorterthantheEmpireStateBuilding.ThehotelisalandmarkandiconontheDubaiskyline.RatingThehotelisofficiallyratedFive-StarDeluxe.However,itisfrequentlydescribedas"theworld'sonlySeven-Starhotel",althoughthehotelmanagementclaimstoneverhavedonethatthemselves.The"Seven-Star"notionwasbroughttobeingbyaBritishjournalistwhovisitedthehotelonapre-openingpresstrip.

She

had

never

before

felt

the

quality

of

service.

Whenshe

return

her

country,

she

praised

Burj

Al

Arab

luxuryand

excellent

services

in

the

newspaper

andfinally

she

said,

‘I

could

not

find

any

words

to

describe

it,

and

only

rating

to

it

7star

to

give

it

to

show

it's

different.’

Since

then,

this

free

advertising

has

spread

all

over

the

world.Whyisthehotelsosuccessful?CorporateCultureSpecialServicesMarketingManagementCorporateCultureSeven-starserviveServicesofferedneedtobeyondtheexpectationsofguests.

PrincipleProvidethemostpersonalizedserviceBeyondexpectationsDisseminatethehospitalitycultureofArabSomesuitesOneBedroomDeluxeSuite

PanoramicSuite全景套房PresidentialSuiteBurjAlArabdoesnothaverooms;ithas202duplexsuites,rangingfromacapacious1170sq.metresto780sq.metres,across27floors,eachwithitsownGuestServicesexclusiveforin-suitescheck-inandbutlerservices.SpecialServicesAlMahara(Seafoodrestaurant)Guestshavingdinnerherehavereallymemorableexperience---tousesubmarinetransfer.

Supplythefinestseafoodintheworld.Youwillfeastondeliciouscontemporaryseafoodpreparedbyawardwinningchefs,whilewatchingawideselectionofexoticfishinwhathastobethemostbeautifulaquariuminDubai.ALMuntaha(airrestaurant)

Dining200metresabovethesealevelseemslikehighadventure.Stepintooneoftheexpresspanoramicliftstravellingsixmetrespersecondandlookforwardtowhatliesontop.AlMuntahawhichmeans'TheUltimate'or'TheTop'inArabiclivesuptoitsnamebyofferingunparalleledviewsoftheJumeirahbeach,andThePalmandWorldIslandswhileyouenjoy'TheUltimate'inModernEuropeancuisine.MarketingTargetinghigh-endmarketTheBurjAlArabisverypopularwiththeChinesemarket,whichmadeup25percentofallbookingsatthehotelin2011and2012。Goodmanagement

ThehotelismanagedbytheJumeirahGroup.JumeirahisaDubai-basedinternationalluxuryhotelchainandpar