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No matter how fast the hyper-global-image-repositioning between the east and west is showing a divide in cultural tastes and lifestyle preferences, this measurement alone requires a grassroots level understanding, rather than some-off-the-cuff adjustments to old, already existing concepts.
Also to ignore the next largest upcoming boom of Muslim travelers and vacationers of the new Middle East will become a very serious matter. The entire hospitality concept could get a localization makeover and the creation of local brands in Middle East stretching all over the Muslim world. Who would have believed five years ago the world's tallest building to be in Dubai?

We now live in an easily accessible world, where possibilities are endless and the West does not hold a monopoly on business ideas, new concepts and innovations. Outside the G8, with the exception of space missions, life-saving technologies and piles of WMDs, almost the collective innovation of the entire world has been replicated in Asia at a dramatically increased rate. The West’s constant scrutiny of Muslims around the world has now created an unstoppable awareness among Muslims to recreate and redefine their identity, manage their affairs, and establish their own standards. The GCC has been established to showcase this unification of Muslims.

Therefore, sudden panic launches of new Islamic hotel brands introducing highly scripted confusing logos, a barrage of Arabic names with strange or multiple meanings, a Minaret in the courtyard with periodic recitals or Friday shutdowns is not the answer. This image building is a very serious business, not to be confused with general, logo-driven advertising. This hospitality game is for the intellectually secure and religiously mature, commanding a balancing knowledge with a very precise understanding of the differences between Muslims of various local and global regions and recognizing Islam as a great universal message with its various groups and practices. Lastly, a global level understanding of world-class image creation and sustained delivery of concepts is needed to carry forth this grassroots change. Only such assembly of thought and skills under one roof would ensure the delivery of such noble dreams.

Islamic hotel branding, family travel and Muslim tourism will soon become new phenomena in the booming Gulf Countries and once few properties are established, their traffic and popularity will erupt. The race among hotels to quickly fill this void and take the lead has now begun. On your marks...

Concluded.

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