Dubai-based Jebel Ali International Hotels announced they have undertaken a strategic rebranding process.

Jebel Ali International Hotels, a name steeped with tradition, value and well known within the UAE, will make way for the fresher ‘JA Resorts & Hotels'. But while a new name and logo come into play, the promise of heartfelt hospitality at the group's properties remains the guiding principle.

The new identity ensures a consistent and engaging brand that will enhance the group's presence overseas as they look to expand into international markets. Interbrand, the highly acclaimed branding agency were appointed to assist with the project, accurately identifying what the group stood for and re-aligning their brand vision, mission and values in keeping with the new brand promise.

David Thomson, Chief Operating Officer of JA Resorts & Hotels has been with the company for over 10 years and remarks "At JA Resorts & Hotels we employ over 1500 people and it was therefore essential to dedicate time to launching the brand internally before we revealed it to our guests and partners. I was completely overwhelmed at the positive reaction from our associates and although Interbrand gave us the building blocks, it was our team internally who put them together".

Kevin Wallace, Chief Executive Officer reassures the long-term, repeat guests to the properties by saying  "Essentially, we're reinforcing what we already do well, which is ‘heartfelt hospitality' at all of our properties, whether big or small, central or remote. JA Resorts & Hotels, as an experience is all about casual luxury and heartfelt hospitality, an assurance that we guarantee at any one of our resorts or hotels".

JA Resorts & Hotels have also announced that they will open two properties in early 2013. The Ocean View Hotel will open in Dubai Marina as Dubai's only 4* hotel on the beach. This family hotel offers 342 rooms, all of which have sea views as well as 6 restaurants and bars, gymnasium and temperature controlled infinity pool. Enchanted Island Resort is also due to open and will be the group's first international property outside of the UAE. The luxurious Seychelles hideaway features only 10 spacious villas, which spaciously circle the perimeter of the 5 acre island.