27 FEBRUARY 2012
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Dubai is to have the world’s tallest dedicated hotel later this year when the 1,608-room JW Marriott Marquis welcomes it first guests. It will open in two phases, with the first section featuring 807 rooms and numerous restaurants and lounges. At a height of 355m (1,164ft), the property is just 26m (85ft) shorter than the Empire State Building in New York. Other hotels reach even further into the clouds but they are always part of multi-purpose buildings.
In addition to serving the luxury business traveller, the hotel is targeting the lucrative and increasingly important MICE (meetings, incentives, conferences and exhibitions) market, which, according to Marriott, is currently not served in Dubai.
To give this market some context, the United States’ MICE segment, which will be one of the key targets of the JW Marriott Marquis Dubai team, contributes US$106bn to that country’s GDP – higher than automotive manufacturing (US$78bn), performing arts/spectator sports/museums (US$71bn) and information and data processing services (US$76bn).
Dubai’s excellent air links, especially with the emerging BRIC (Brazil, Russia, India and China) economies, are expected to create a rapidly developing meetings market. www.marriott.com
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