It’s also perhaps the most well-known building in Dubai. From postcards to Instagram posts, the towering, modern structure serves as a recognizable staple of the city’s skyline.
Shaped to look like a sail and set on its own manmade island, the $1 billion architectural marvel is known for outlandishly luxurious details from multi-level suites to drinks topped with 24-karat-gold sparkles, according to BI.
It also has eight restaurants, Michelin-starred menus, an award-winning spa, multiple pools, and 198 suites, each with a view of the Arabian Gulf and starting rates of $1,455.
The Burj Al Arab Jumeirah has won countless awards since it opened in 1999, from Travel and Leisure’s World’s Best Hotels to Elite Traveler’s World’s Finest Suites in 2025, according to the company’s website.
And much of this glamorous reputation is due to its over-the-top hospitality. Beyond indulgent amenities, the hotel pampers guests with high-end service where no detail is overlooked.
The secret sauce behind this approach is Roger Geadah, the hotel’s chief concierge.
Meet the chief concierge at the world’s most luxurious hotel who caters to guests’ every whim
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As the hotel’s chief concierge, Geadah’s job is to handle all guest requests, no matter how extravagant — and they often are.
Geadah has been in the concierge industry for nearly 20 years in Paris and Dubai before joining Burj Al Arab Jumeirah as chief three years ago.
In this role, he pampers guests upon arrival to personalize and tailor each stay with custom itineraries designed to bring guests’ dream experiences to life, he told Business Insider.
Those requests can range from tough-to-get restaurant reservations to VIP access of all sorts.
Geadah recalled a guest who was checking in late at night and wanted designer clothes with custom tailoring delivered to his room upon arrival.
“We went fetching after hours in the Dubai Mall designer stores,” he said. “Most of them were closed, but we managed to get one store and deliver the clothes at 2 a.m. in the corridor next to the guest’s suite.
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But his most over-the-top assignments often involve coordinating the details of major life milestones, such as planning intricate marriage proposals.
One instance took place in the Dubai desert with a ring delivered by a falcon in a hot air balloon, while another sent a drone in the sky to spell out “Will you marry me?” for guests waiting in a decked out yacht below.
In addition, he also plans exclusive experiences only available at Burj Al Arab Jumeirah, such as a high-end, exclusive star-gazing experience on the hotel’s helipad.
As chief concierge, Geadah handles many extravagant requests, but finds less lavish offerings to be just as magical
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Not all of Geadah’s recommendations are so luxurious. In fact, he prefers to suggest that guests visit the more accessible — and less glitzy — parts of the city.
“My favorite kinds of guests are not familiar with the city, come with an open mind, and want to discover Dubai,” he said. “I guide them through the city in terms of restaurants, activities, attractions, or events.”
For example, Geadah said he loves to give local food tours in Dubai’s Old Town.
“It’s not the Dubai aesthetic that people might be familiar with,” he said, “Yet the experience that you get when discovering local eateries is quite magical on a different scale.”
Geadah particularly loves the atmosphere in Deira, a historic district.
“It has that sense of nostalgia and traditional Dubai,” he began, “like when Dubai was just a modest fishing village back in the day, and locals were looking for pearls to trade for silk fabrics in India.”
From luxury experiences to down-to-earth tours, Geadah said fulfilling these requests is always rewarding.
It comes with a feeling that the memories will stay with the guests forever, and that’s what keeps us going,” he said. “It gives us that energy kick, and we keep asking ourselves, what could we do better or — crazier — next time?”
