Le Royal Meridien rewrites silver service rule book

Wilby claims that price and facilities are no longer top of most guests' lists as five-star hotels in Dubai all deliver on both. "Give a guest an experience and they will come back," she said.

"To us, good service isn't about starched linen and silver service," said Wilby. "We think it is to do with attitude and efficiency - and should be seamless and unobtrusive."

The luxury resort, Emirates Airline's preferred hotel, has 500 luxury rooms to fill each day yet regularly surpasses its targets. Wilby continued: "To stay ahead in today's world, where good competition abounds and where the guest expects the best, the answer is just one word - service."

Wilby's repeat guest figures are high, with many coming back three or four times a year. "We know the truth of the saying 'word of mouth is the best advertisement' and we refer to these guests are known as ambassadors, because they willingly spread the message about the Royal Treatment."

The general manager, who is also at the helm of Grosvenor House Hotel & Apartments, West Marina Beach by Le Meridien, says that the dedicated cross-cultural team at the resort is key to its success.

"It is a service driven world and the hospitality sector particularly must embrace this at its core. We do at Le Royal Meridien - we call it The Royal Treatment and it is at the heart of our service culture."