Islamic Hotel Branding & Muslim Hospitality

Newly built Tamani Hotel Marina in Dubai with premium Dubai marina and palm development view will be alcohol free, serve halal food and will donate a percentage of profits to recognized charities. Mr. Naseem Javed discusses the potential of this growing trend of ‘Islamic’ hotel products.

By Mr. Naseem Javed, Guest contributor
Posted, Sep 20, 2007

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.

Tamani Hotel Marina, Dubai


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.

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 innovation. Outside the G8, with the exception of space missions, life-saving technologies and piles of WMD’s, 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.


Naseem Javed is recognized as a world authority on Corporate Image and Global Cyber-Branding. Author of Naming for Power , he introduced The Laws of Corporate Naming in the 80’s and also founded ABC Namebank International a consultancy established in Toronto and New York a quarter century ago. Currently, Naseem is on a lecture tour in Asia and can be reached at

Product Focus:
Tamani Hotel & Resorts

Tamani Hotels & Resorts is a dedicated hospitality and leisure management division of KM Properties, which is the real estate development division of Dubai based KM Holding.

Last year the group launched a US $2.3 billion Islamic-compliant real estate fund. The fund has been established to develop and own an international chain of hotels, and other real estate assets encompassing residential, commercial and retail components, that abide by Islamic principles. It also spread investment across various complementary commercial real estate assets worldwide.

The business model addresses the issue of loss revenue from alcohol and replacing it with alternative revenue generating streams.

Adhering to Islamic principals, Tamani Hotels & Resorts will be alcohol free, serve halal food and will donate a percentage of profits to recognized charities.

Chief executive Alan Guernier said, “Tamani Hospitality & Leisure combines Islamic and wholesome values with passion for creativity, innovation and excellence to deliver globally recognised and respective hospitality and leisure brands.”


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