Dubai's hospitality industry is one of the most competitive markets in the Middle East, but one locally-owned chain has taken a giant step ahead of the rest, as David Williams finds out

With Dubai's business and leisure travel market set to continue its spiralling growth well into the new Millennium, the emirate has become one of the industry's fiercest battle grounds as global hotel chains grapple with local operators for a share of the multi million-dollar market.

Five star hotels and exclusive resorts are springing up in Dubai with mind-boggling regularity as the golden beaches and the promise of sun lures the tourist dollar, while its vibrant business reputation brings the hope of milk and honey for the modern-day overseas executive.

But while many of the new hotels are confident that their global name and reputation are sufficient to corner the market, two of Dubai's most established and distinguished hotels have taken a major step ahead of the competition by achieving recognition shared by some of the world's leading establishments.

The Metropolitan Hotel, on Sheikh Zayed Road, and its sister hotel, the Metropolitan Resort and Beach Club which sits on Jumeira Beach, have received the ISO 9002 standards award for quality systems, presented by the International Standards Organisation, an independent global watchdog which establishes levels of service in a variety of sectors.

The award requires any business or company, not just hotels, to make sure their products and services meet their customer requirements. It also requires companies to document and implement proper procedures throughout the business and to maintain those systems.

The recognition comes hot on the heels of similar acknowledgment picked up at the end of last year by the third hotel under the famous Al Habtoor Group banner, the Metropolitan Palace, which is located in thAl Maktoum Street. That property became only the second hotel throughout the entire Middle East to receive the much sought after award.

The Metropolitan Hotel and The Metropolitan Resort and Beach Club, like their sister property before them, underwent rigorous examination from a Swiss-based company, assigned by ISO, which assessed their performance and service levels, and only awarded ISO 9002 recognition when it was satisfied the strict standards guidelines were met.

"There were 18 main points that had to be met in order to receive the ISO 9002 status," said Mariela Rasku, Quality Manager for the Metropolitan Hotel, and co-ordinator of the hotels' bids to achieve the award.

"The ISO 9002 is recognised throughout the world so it is a tremendous accomplishment for all three Metropolitan properties in Dubai to achieve it. The criteria covers everything from management responsibilities to staff training so it is a fine testament to the standards in place at all three hotels."

Rasku has been involved with The Metropolitan Hotel for the past seven years, so is well qualified to point out that this latest award re-affirms its position as a market leader in the industry.

"People planning their visits to Dubai are met with a number of hotels to select from, they are spoilt for choice. But they can now see that The Metropolitan Palace, The Metropolitan Hotel and The Metropolitan Resort and Beach Club have ISO 9002 recognition, and be reassured that these properties provide service levels that are internationally recognised."

The bid for ISO 9002 status came following the announcement that Al Habtoor Engineering, another company under the wing of Khalaf Al Habtoor, had received ISO 9001 recognition, the International Standards Organisation's guideline for excellence in the construction industry.

"After the Al Habtoor Group received that honour, it was decided that something should be done for the hotels," Rasku continued. "The Metropolitan Palace only opened recently but is already acknowledged as a standard bearer for five-star hospitality in Dubai, so we decided to go for recognition of it first."

The ISO representatives record and analyse everything in order to show that its strict standards and guidelines are met before ISO 9002 status is awarded. This includes any problems or complaints that may arise. ISO looks at how they were dealt with in order to ensure these same problems don't happen a second time.

Any hotel can try for this recognition, but only the select few can achieve it and the service standards have to be maintained with ISO conducting assessments every six months, another reassurance to Dubai visitors that they will be met by the best the industry has to offer at the triumvirate of Metropolitan properties.

The hotels are not resting on their laurels though; their next target is to achieve the ISO 14000 Environmental Award.

"We already have several schemes in place that are environmental friendly and we are constantly looking at new ways of improving our image as a 'green' hotel," said Rasku. "We want people who come to stay at our hotels to be re-assured that we are not detracting from the local surroundings, and doing our best to enhance the environment."

The ISO recognition is the latest in a long line of accolades picked up by The Metropolitan Hotel, which has been a leader in Dubai's hospitality industry for many years. After recently celebrating its 20th anniversary, the hotel opened up its new refurbished look to ensure it is still considered a modern hotel at an age when many properties in the city have long since wilted.

The 193-room property is an ideal base for both business and leisure trips to Dubai, combining a serious business appeal with the leisure facilities at the close at hand Metropolitan Resort and Beach Club, which are available for guests to take advantage of during their stay.

Located 10 minutes from the city centre, yet far enough to be a quiet oasis, The Metropolitan Hotel spells sheer luxury, from its elegantly furnished suites and rooms to the vast variety of exclusive restaurants and bars.

Its 180 standard rooms are equipped with international direct dial telephones, radio and colour television with satellite programming and in-house movies, individually controlled air-conditioning, mini-bar, express laundry service, and 24-hour room service.

For the discerning traveller, an executive floor offers a separate check-in and check-out reception and an exclusive lounge where complimentary continental breakfast and evening cocktails are served. Among the 13 suites are unique duplex suites, a luxurious Presidential Suite and a Royal Suite.

But a comfortable stay normally means excellent service standards and the ISO 9002 status is proof that these superb facilities are backed up by a highly trained staff. The hotel complex is also a long-established entertainment centre with a multiple screen cinema and several top quality outlets ensuring the Metropolitan Hotel is at the forefront when it comes to a night on the town.

Every taste is catered for with Indian, Chinese, Thai, Italian, Arabic and British outlets serving a variety of cuisine, while the Red Lion and the Rattle Snake bars provide perfect locations for the Dubai reveller or overseas visitor.

More conference and incentive travel organisers will also be attracted to the Metropolitan Hotel following the ISO recognition, which put the property's banqueting and conference facilities under the microscope during its assessment. At the forefront of banqueting and conference facilities in the Gulf, the hotel's staff and management have kept abreast of technology, presentation, service and menu planning. The Al Andalus Ballroom, one of the largest banqueting, exhibition and conference venues in the Middle East, offers flexible facilities to accommodate a variety of needs. A conference suite and VIP suite are also available for smaller functions.

A 10-minute journey on a regular shuttle bus service links guests at The Metropolitan Hotel to The Metropolitan Resort and Beach Club. Located on a strip of golden beach that rivals any beach in the world for cleanliness, The Metropolitan Resort and Beach Club boasts facilities that overwhelmed the ISO assessors who discovered paradise at one of Dubai's principal resort destinations.

After opening 10 years ago as an exclusive club, the site developed into a hotel and international sporting venue, and is home to the annual Al Habtoor Tennis Challenge, Dubai's first venture into the world of women's professional championship tennis. With 103 magnificently appointed rooms and suites, The Metropolitan Resort and Beach Club provides unparalleled levels of service, which have been recognised by the International Standards Organisation.

Situated within a quiet oasis of beautifully landscaped gardens and overlooking the crystal clear waters of the Arabian Gulf, the hotel invites guests to relax in the shade of swaying palm trees and "let your mind wander".

There's gastronomic delights to satisfy the most diverse of appetites, while the service standards were again sufficient enough to impress the international assessors from ISO.

The Metropolitan Resort and Beach Club offers a variety of indoor and outdoor sporting activities, with the tennis courts meeting international standards and the glass-backed squash courts providing the perfect venue for competition of all levels. Volleyball, water skiing, jet skiing and just about every watersport imaginable are available, with all facilities coming under the guidance of professional instructors.

The Metropolitan Palace has become one of Dubai's most sought after hotels since opening in October 1997. The 212-room property has become an instant hit with the regular flow of stars from Hollywood and Bollywood to Dubai, and the likes of Sylvester Stallone, Bruce Willis, Amitabh Bachchan and Patrick Swayze have all enjoyed its exceptional facilities and service standards. Wesley Snipes, star of films like Drop Zone and Major League, even went as far as to call it "My home away from home" in the hotel's VIP Golden Book.