Burj Al Arab 2.0 – a radical transformation

Even ‘the most luxurious hotel in the world’ – as it claims to be – is embarking on a radical plan to attract a new breed of customer beyond the titans of industry, royalty, governmental heads and celebrities, discovers Dean Carroll

Nestled on the stunning Jumeirah Beach shoreline, the sail-shaped Burj Al Arab has come to define Dubai since it was built some 16 years ago. Constructed way before the Burj Khalifa emerged as the tallest building in the world and in advance of Atlantis becoming the hallmark of the famous Palm Jumeirah; the Burj Al Arab was arguably the catalyst for modern Dubai.

Now, more than a decade and a half on, this icon of opulence – famously dubbed the world’s only seven star hotel by a British journalist – is set to undergo a transformation. The aim? To create a more inclusive establishment open to local residents of the emirate as well as the international jet set. Even at the high end of the luxury market, the currency collapse in Russia and the stock market crash in China have caused waves it would seem. In the words of the forward thinking general manager Anthony McHale, who took over a year ago, we are moving towards the “Burj Al Arab 2.0”.

As a result, those not staying at – but wanting to visit – the hotel will soon be able to reserve a table at one of the many fine dining establishments through an app. Meanwhile in April, a new cocktail bar – ‘Gold on 27’ – complete with mixologists will even enable members of the public to spontaneously turn up and book a table on the spot when availability allows.

In addition, Al Mahara restaurant (famous for its location inside an aquarium) will be rebooted in September with a new outside terrace added. It does not stop there. The famous British chef Nathan Outlaw, who has been awarded two Michelin stars for his simple yet sophisticated ‘sea to plate’ dishes, will oversee a completely new menu. Competitive prices for an à la carte three-course lunch or four-course