Dubai’s Burj Al Arab, famously dubbed the world’s only seven-star hotel by a prominent travel writer, has defended its decision to promote its spa and restaurants with Groupon Premium.
In a series of four promotions, on the 5 and 9 June 2013, the hotel – which recently offered bespoke 24k gold iPads to guests on check-in – offered an Assawan wellness package with high tea from AED555, Friday Brunch at its Al Muntaha restaurant from AED919, a seven-course Afternoon Tea at Sahn Eddar for two or four people starting from AED599 and a Moroccan Night at its Al Iwan restaurant starting from AED699.
According to a Burj Al Arab spokesperson, the decision to use Groupon Premium was taken with the aim of changing the local community perception of the hotel as “inaccessible”.
In a statement to Hotelier Middle East, the spokesperson said: “Our aim was to challenge this perception by showcasing the extraordinary culinary and spa experiences that are available at Burj Al Arab and opening people’s eyes to the fact that the restaurants and the spa are indeed accessible.
“The initiative was also aligned with our ongoing Back to Burj campaign that focuses on welcoming the local community back to our hotel and to invite them to try our extensive offerings.”
Refuting that the initiative was out-of-sync with the hotel’s premium brand image, the spokesperson added: “The offer was not discount-led, our main objective was to raise the awareness about our exclusive offerings at Burj Al Arab.”
The hotel confirmed that the Groupon Premium promotion was a one-off trial. “Once we have evaluated the results, we will decide on the next steps,” its spokesperson said.
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