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Dubai’s Palace of Pleasure: The FIVE Palm Jumeirah Hotel

Sailun Tires

By Jeff Silverstein

If you’re heading to Dubai on business or pleasure (emphasis on pleasure) there’s only one place to stay and it’s the FIVE Palm Jumeirah. 

Like the city itself, this iconic hotel is a temple to affluence and new money and is part of the FIVE Hotels & Resorts hospitality group, a division of the Dubai-based real estate group known simply as FIVE Holdings. 

The hospitality group opened its flagship hotel and residences, FIVE Palm Jumeirah, in 2017 and last year, after a massive investment and rebrand it opened its first international outpost, FIVE Zurich. In fact, the recipe has been so successful that FIVE Hotels is looking to expand its footprint beyond the emirate  to Miami, London, Las Vegas and even Saudi Arabia.


Hard to imagine Saudi Arabia taking to this boozy hotel brand. Dubai on the other hand is often seen as the most modern of all Arab cities. Still, the FIVE Palm Jumeirah takes its brand to another level, making itself known as the party spot with over-the-top bars and clubs.

This ode to hedonism doesn’t pull any punches, and has firmly established itself as THE place to seen. Celebrities and influencers flock to this blingy spot that makes Vegas look tame and old fashioned.

Indeed, there’s nothing understated about the place. The hotel oozes new money – much of it Russian – and embraces excess like no other hotel. The hotel’s CEO, Aloki Batra, likes to call it sustainable indulgence. Indeed, the hotel has won a number of accolades for incorporating sustainable practices, and just two years ago, was named the Middle East’s Most Innovative Companies by Fast Company.

Centrally located and about 30 minutes from the airport, it’s one of the most desirable pieces of real estate in Dubai, nestled perfectly on the iconic Palm Jumeirah island, overlooking Dubai Marina and Bluewaters Island with its steady stream of jaw-dropping yachts passing by.

In all there are 474 stylishly decorated rooms and suites overlooking the beach that seem to envelope the hotel’s lobby with its glass cube that sits strategically in front of a stunning stretch of pool (just one of six on the property) that points to the Arabian Sea and the Marina skyline.

The parade of yachts is only matched by the parade of exotic cars that pull up to the entrance, and the parade of bodies who gravitate to what is dubbed the Social Pool, Dubai’s most Instagrammable pool and home to non-stop, epic pool parties, pulsating DJ tunes, cocktails and lots of bling. 

The party theme doesn’t stop there on this sprawling property. At the end of this long pool, down a set of marble steps, is Praia, an outdoor nightclub, complete with terraced marble seating and table service. 

Pop past Praia for seaside views of Dubai’s skyline and access to the hotel’s 150-metre private beach. Here at what is dubbed Beach by FIVE, you can sprawl out on deluxe double wide sun loungers and VIP cabanas – there’s even jacuzzi’s on the beach, a glass-lined infinity pool, and a beach restaurant serving everything from fresh sushi to other yummy nibbles.        

In all there are eight restaurants to choose from, all of them remarkably good, including Cinque, a Sicilian inspired eatery overlooking the Social Pool and Maiden Shanghai, named one of Dubai’s best Chinese restaurants by Time Out Dubai.

For breathtaking views, the rooftop restaurant/nightclub dubbed The Penthouse is another spot with award-winning Japanese cuisine, signature cocktails and international DJs that make it one of Dubai’s best late night spots.

To keep sound of body and mind, there’s the ReFIVE Spa with its menu of wellness options including massages, facials, hammam treatments and a dedicated pool to relax and unwind under hydrotherapy jets, and if you are feeling energetic, a gym that features state-of-the-art equipment and personal trainers.

This is the new playground for new money – something the CEO likes to call sustainable indulgence – and the hotel is looking to expand on its global success of creating experiential destinations with the acquisition of Ibiza’s Pacha Group. The deal which was inked in 2022 gives FIVE the Pacha nightclub brand, the El Hotel in Ibiza, and the Destino hotel which will be reflagged as FIVE Ibiza in 2025.

This is a hotel brand on a mission, underscored by a deal made last year with Warner Group to create a network of international DJs who create and play exclusive tunes for FIVE.

With its European and Dubai footprint now firmly established and Ibiza on the way, FIVE Hotels & Resorts is carving out a name for itself as THE hedonistic party hotel.

Other Notable Dubai Spots:

AURA Skypool

Palm Jumeirah, The Palm Tower – 50th 

Perched 210 metres above sea level, it’s the world’s highest 360 degree infinity pool. With breathtaking, unobstructed panoramic views of Dubai’s iconic skyline, including Palm Jumeirah, Burj Al Arab, Marina, and the Arabian Gulf horizon, it’s simply spectacular.

Museum of the Future

Dubai has become a brand, and in this forward looking city, this museum is a must. Remember to book at least four weeks in advance as this architectural masterpiece is proving to be one of the city’s most popular spots to visit.

Dining Recommendations:

Atlantis The Royal

The international food scene in Dubai is finally being recognized and this is considered the city’s top culinary destination. Located in Atlantis The Royal, this is home to no fewer than 17 world-class restaurants, including One MICHELIN star Dinner by Heston Blumenthal restaurant.


A very cool beachside eatery serving yummy, upscale Mediterranean cuisine with great sunsets.


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