The UAE has a highly diverse population across its seven Emirates, but there's still a strong sense of pride in a shared national identity. To appeal to its well-travelled citizens, brands are proving their commitment with tailored products, events and social engagement.

Chinese tourists are expected to make over 200 million trips by 2020; three times more than tourists from the US. But how are Chinese tastes affecting the world’s most expensive hotel rooms? What can hotels do to make these tourists feel welcome on their first trips abroad?

To try and understand how Middle Eastern markets will develop we focus on the native population of Dubai and the UAE and identify a powerful, emerging female consumer group.

With the rapid expansion of luxury brands into Asia, BRIC and other emerging markets, there is a pressing need for luxury retailers to communicate more meaningfully with diverse audiences and to understand differing cultures and attitudes.