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Jebel Ali Rebrands All of Its Hotels
Dubai-headquartered hotelier Jebel Ali International has announced the rebranding of all hotels in its portfolio. The company believes that the new name, JA Resorts & Hotels, will reveal the concept of the brand better and will attract more customers outside the Persian Gulf.
All activities connected with the rebranding are performed together with Interbrand that assists in creating new brand vision, values and mission.
The hotelier names its growth as the main reason for rebranding. The company currently employs over 1,500 people, and so it needs to devote more time to building a strong brand. According to David Thompson, COO of JA Resorts & Hotels, they have already received positive response from associates.
In the nearest future the portfolio of JA Resorts & Hotels will include two more properties. These will be Enchanted Island Resort in the Seychelles and Ocean View Hotel in Dubai Marina. Both hotels are to open in the beginning of 2013. The hotel in the Seychelles will also be the first accommodation by JA Resorts & Hotels outside the UAE.
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