Reaching new heights of luxury, the all-suite Burj Al Arab provides guests with an unparalleled experience of 21st century Arabic hospitality, quite literally elevating expectations of service of the most discerting guests to new levels.

From the outset, guests can indulge their senses - transfer from Dubai International Airport by Rolls-Royce Corniche limousine or via helicopter, with a 15-minute birds-eye panorama of the city ending in a drammatic landing on the hotel's helipad on the 28th floor.

On arrival,even the most sophisticated traveller might be forgiven a momentary loss of their ''been there, done it all'' poise - where else will they experience the colours, sights and sounds of the entrance to Burj Al Arab where a burning flame set amid flowing water provides a symbolic welcome to guests from near and far.

A sumptuous oasis of golds, reds and blues provides a visual treat - in the strands of the hand - tufted carpet, highlighted by the gold shells housing concierge and guest service staff, and all illuminated by an intricate crystal chandelier overhead.

Conveyed upwards to the main reception area -or Sahn Eddar - guests pass by a shimmering waterfall, billows of dry ice and two glass-encased coral reefs, where

richly-hued fish provide a glimpse of the Arabian Gulf's variegated marine life- to reach the world's tallest atrium. Flanked by golden columns and reaching skyward the length of the "sail", the atrium, with its 32 metre water column, takes the eye towards its peak far above the mesmerised guest.