Customer Relationship Management Case Study

Seven star Burj Al Arab Hotel- Redefining Luxury services

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Abstract:
Dubai's premium hotel Burj Al Arab, with its personalised customer service, had redefined luxury in hospitality. The experience provided by Burj was claimed to be so unique that it had given itself a seven star hotel status. The parameters of hotel star status have been shifting with changing customer choices and preferences. According to Bjorn Hanson, global industry leader and partner of PricewaterhouseCoopers hospitality and leisure division, 'Hotels are responding with amenities that are generally better in quality and often offer guests more than they might expect at a particular price level'. Set in 2008, the case profiles the star classification prevalent in the hospitality industry and the customer satisfaction aspect that impacts the same. The case attempts to analyse the extraordinary customer service offered in super premium hotels like Burj leading to higher star classification.

Pedagogical Objectives:

• To study the significance of customer service in the hospitality industry.
• To analyse Burj's seven star status and its extraordinary customer service.
• To comprehend the concept of star classification in the luxury hotel industry.

Keywords : Features of luxury hotels, A transition from 6 star to 7 star, Luxury parameters for a 7 star hotel, Differentiating factors of a 5 star and 7 star hotel, Burj Al Arab sustainability as a 7 star hotel