Burj Al Arab’s GM on the hotel’s ‘enduring success”

Despite popular belief, Burj Al Arab is actually a five-star hotel The General Manager of arguably the world’s most luxurious hotel - the Burj Al Arab in Dubai – has explained how the establishment still maintains its stellar reputation. Speaking to US publication CNN, US-born Morio, 53, has a more diffcult task than most of his peers – he in charge of ensuring the world's wealthiest guests feel like they're getting something special when they stay at his hotel.
Despite the recent rise of mega-attractions in the United Arab Emirates, and newer luxury hotel offerings around the world, Morio is adamant that the Burj Al Arab is still the best hotel in the world.
“The enduring concern of a luxury hotel is to take good care of the guest. Our guests always feel that they are individually important to us," he told CNN.
An example of the outstanding personal service Morio likes to cite involves a guest whose son who was "desperately looking for a pair of Louis Vuitton sneakers, but couldn’t find them anywhere in England."
"Before he arrived we went out and organized the shoes in Dubai," said Morio. "When they arrived, we had a selection of Louis Vuitton sneakers available for him to choose.”
Mario credits this kind of service with hotel’s staff-to-suite ratio in the world - 8:1 – considered the biggest for any hotel in the world.
“Luxury is defined by the amount of time our colleagues can spend with our guests,” said Morio, who has spent 25 years working in luxury establishments, the last five for Burj Al Arab.
“We have over 1,500 colleagues and 220 butlers for 202 suites, so we’re never in a situation that the interaction between us and the guest is rushed.”
Morio is proudly lists some of the more extravagant features of the hotel.
It sits on an island that was built solely for the hotel; it’s shaped like a giant sail in the middle of the ocean; its bold interior design uses real gold; and it has some of the most spacious rooms of any property in the world.
However, Morio dismissed the claim that the hotel is a seven-star establishing, saying there is no such thing. That little myth, possibly started by an awestruck journalist on a press trip, is something the hotel doesn't like to promote.
Morio also said the hotel chain is looking to expand its Chinese clientele.
 “Four years ago, Chinese guests only accounted for 1 percent of our business; it went up to 7 percent last year,” said David Loiseau, Jumeirah vice president of sales and marketing in Asia Pacific.
“We’re hoping in the next five or six years, the number will be 10 to 12 percent.”
The Chinese push extended to Burj Al Arab last year, with Chinese New Year celebrations held in the hotel to attract Chinese travelers.
“This year, we displayed a huge red snake on the sail of Burj Al Arab, we had a big reception, lion dance, fireworks and ice sculpture,” said Morio.