I have been a guest at the Burj al Arab every couple of years over the last few years. And yet every time I come to the Burj, I desire to return. There are many great hotels in the world. There are many great hotels in Dubai. But for the Burj, any one of these other hotels could be the world’s best. But the Burj is in a class by itself. There is the Burj and then there are all of the other hotels. The Burj does it with its unmatched hard product- every room is at least a duplex one bedroom suite (many are two and three bedroom suites), beautiful spa, pool and beach and a variety of restaurants serving distinctly delicious food. But what really sets the Burj apart is its unrivalled soft product-its service and its people. A team of polished butlers outside your door 24 hours to fulfill nearly any request. Every employee greets you with a smile, many by your name. This is what differentiates the Burj. And this is how the Burj is able to become not only the hotel in a destination, but the destination itself! And this is the most sought after branding accomplishment, yet the most difficult to achieve. Since the Burj is firmly anchored with luxury hotel veterans such as Mr. Ahmed Ereiba and Ms. Stephanie Zawada, I am sure that it will continue to be the World’s Best Luxury Hotel for years to come!