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There is a sudden realization among key developers in Dubai and Middle Eastern countries that hotels and hospitality in Arabia can easily absorb a huge number of properties and tour destinations purely based on Islamic culture.
These new brands will deliver all the traditional values and customs to accommodate familiar authentic experiences for Muslims traveling alone or with their families. These new brands will address how Muslim needs are met and how they want to be treated.

However, the real challenge lies in providing an environment which is rich enough to allow competitive comfort and luxury that not only rivals Western hotels, but equally sets a new global standard of quality yet conservative enough in taste while maintaining the aesthetic and spiritual balances and the etiquette so highly cherished by the Muslims.

The thought of creating hospitality concepts under specific religious and cultural lines is nothing new, Islamic Hotel Brand concepts to accommodate billions of Muslims is not any different then the current western hotels or what we may call for a minute a Christian Hospitality experience. What started out from the Inns-Pubs-Taverns and later modernized yet maintained the same basin-sink to wash with stoppers, bathtubs and highly customized Western menus with liquor and music is still the main foundation of all the 5-star name brand hotels all around the world. They have certainly pioneered a great global standard.

The Middle East is in need of places where Muslims absorbed in their culture amidst the practice of Islam would be fully at ease with all interactions and relate to all surroundings during a stay. It is simply about creating Islamic hotel brands and Islamic family hospitality and recreation. The delivery of such concepts on a world-class standard would demand a deep understanding of creating the right themes and ambiances, the right architecture, the interior and exterior, timing and routines and all staffing supported by image creation, and most importantly, the ultimate test of creating a unique, 5-star global name identities worthy of global iconization and respectable attention.

After all, today a room having a Qibla pointing signage stuck on the ceiling, a prayer rug, a bidet or an arch stretching somewhere in the room is considered authentically Islamic, while amidst the westernized opulence rests a mini-bar hidden in furniture. Conveniently available as the only possible options, these rooms are popular and have worked very well. But nevertheless, the western franchises must prepare themselves to become more deeply involved with actual facts of the Islamic issues instead of a few cosmetic accessories.

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Naseem Javed, recognized as a world authority on corporate image and global name identities, is a harsh critic of casual and accidental naming. He is a dynamic speaker on corporate image and branding issues, and is also the author of Naming for Power. He founded ABC Namebank International, an image and branding consultancy over 25 years ago. Website: www.abcnamebank.com