Create a total lifestyle solution in resort to appeal to international travellers, says Scully

The hip lifestyle resort, with 1,200 metres of private beach and marina, has long been the pioneer of this approach, which reaches through its sport, recreation and entertainment facilities, and into the resort's "personality", which has been dubbed 'the Mina effect".

According to Scully, the hotel's location unified with the renowned Dubai International Marine Club launched the evolution of the resort just five years ago. "Thanks to the hosting of the Formula One Powerboating races, we developed an immediate affinity with watersports events.

"Since then, we have added to our sporting facilities with an international training pitch, which was used by the UK Premiership side Tottenham Hotspur on a recent mid-season break."

Turning to entertainment, Le Meridien Mina Seyahi launched the Mina Moon beach party, where international DJs played from sunset to sunrise. "We saw a gap in the market for parties that appeal to the European jetset, which is also right for Dubai's increasing expatriate community.

"We have also hosted the Lifestyles event, centred around the Class 1 Powerboating and encompassing live music, fashion, sport."

Turning to food and beverage offering: Le Meridien Mina Seyahi has opted to extend its phenomenally successful outlets - which performed 25 per cent above previous highs in 2003.

"When we extended the beach and landscape, we made the unusual - but conscious - decision to create a smaller Barasti Bar, after listening to our customer feedback.

"F&B outlets on the beach tend to be full of in-house guests, rather than Dubai residents, but we feel that Barasti has really struck a chord with the locals. Having created a similar ambience at the opposite end of the beach, which is already doing well, we know we made the right decision."

According to Scully, creating the 'Mina effect' is a crucial part of guest satisfaction. "With such a vibrant 5 star hotel scene in Dubai, the market is highly competitive. We have to look at new ways to appeal to our guests, whether the local, regional or international market.

"Today's business traveller is looking for a hotel experience that fits into his schedule and lifestyle as seamlessly as possible."
The upscale resort has undergone a series of market-leading ventures, including significant landscape extensions in 2003.

Mina Seyahi is already renowned for its exciting sporting calendar and for the choice of leisure facilities available. Key to these are the extensive watersport options, including a 145 berth luxury marina, deep sea fishing, PADI diving, windsurfing, water skiing, canoes and five swimming pools.

The resort comes into its own with as a total lifestyle destination, and is rapidly being the outdoor venue of choice for concerts, extreme sports competitions, Formula 1 Powerboating, as well as the essential Mina Moon Beach Party, where international DJs make guest appearances, and hip clubbers party under the stars.