In the heart of Dubai Marina, the JW Marriott Hotel Marina is setting a powerful precedent for inclusive travel. As part of Dubai’s pioneering movement in the Middle East to become a Certified Autism Destination™ (CAD), the hotel earned its Certified Autism Center™ (CAC) designation through IBCCES. We sat down with Mar Falguera Garriga, the hotel’s former Head of Quality, to explore the journey behind the certification, the cultural shifts it inspired, and what it means for the future of hospitality in Dubai and beyond.

Why Inclusivity Matters

For Garriga, the motivation to pursue CAC certification for the Hotel was clear: “We want to demonstrate our dedication to supporting our neurodiverse individuals and their families,” she explained. The decision aligned perfectly with Dubai’s vision of becoming a global model for accessibility, and the hotel saw an opportunity to take the lead within the luxury hospitality sector. “Our team was inspired by the opportunity to make a real difference,” she added. “We recognized that providing a welcoming and supportive environment for neurodiverse guests was not just a nice-to-have but an essential part of offering world-class service.”

Learning Through the Process

The journey toward certification wasn’t just a checklist; it was a transformation. Garriga shared that the team gained invaluable insights into how small, thoughtful adjustments, like sensory-friendly spaces and providing clear signage, can have a massive impact. One key takeaway? The importance of communication. Tailoring communication strategies when working to assist neurodivergent guests is vital, as well as being sensitive to the needs of neurodiverse individuals. She notes the training, “highlighted the value of patience and understanding when dealing with sensory overload or other challenges that may arise for guests with autism.”

IBCCES played an instrumental role in this journey. Garriga praised the detailed training modules and ongoing support, particularly noting the customized recommendations provided after the first audit with detailed guidance on best practices and how to implement changes effectively within their organization.

A Cultural Shift Within the Hotel

Achieving CAC status had a ripple effect within the JW Marriott Hotel Marina. It didn’t just improve processes, it changed mindsets. “It’s fostered a culture of inclusivity,“ Garriga said. Staff feedback after the training was overwhelmingly positive. Many team members described it as “eye-opening” and shared that they are now also inspired to take greater pride in offering personalized service to all guests, regardless of their abilities, highlighting a commitment to the hotel’s dedication to superior service for every guest.

A Guest Experience to Remember

Among the many stories Garriga shared, one particularly moving experience stood out: the visit of a guest who was a person of determination. “From the moment she arrived, our team ensured that her experience was seamless and memorable, our friendly staff welcomed her with warmth and respect, and we immediately adjusted our service to meet her unique needs,” Garriga recalled. The hotel provided specialty menus to meet her dietary requirements, helped coordinate transportation, and ensured every detail of her stay was thoughtfully handled. A staff member even personally guided her to the marina. After her stay, the guest shared across social media how much the staff’s care meant to her, and Garriga stated, “I would say truly [this story] encapsulates the true magic of hospitality and how this certification has shaped our approach to making all guests, including those with unique needs, feel at home.”

Dubai’s Role in Global Accessibility

Dubai’s efforts to become a Certified Autism Destination™ are making waves globally, and hotels like JW Marriott Hotel Marina are helping lead the charge. Garriga mentions that this certification helps to make Dubai more attractive for families looking for welcoming, accessible travel experiences. She emphasizes, “Our organization plays an active role … leading by example as a Certified Autism Center™, we help raise awareness and encourage other businesses in the tourism and hospitality sector to consider accessibility and inclusivity for neurodiverse individuals, and it helped us to set a benchmark for other organizations to follow.” Dubai’s dedication to providing luxury travel experiences and now inclusivity all comes down to providing the highest quality of service, with a welcoming, memorable experience for every single visitor.

Looking Ahead

The certification has ignited a long-term commitment to inclusivity. Garriga shared plans for new features like the JW Garden, which offers a tranquil, sensory-friendly open environment, as well as a new initiative called “sitting spaces,” which are designed for solo relaxation.

As the interview wound down, Garriga offered this advice to other organizations that are considering autism certification: “Approach the training with a genuine commitment to inclusivity and take the time to thoroughly educate the team and provide adjustments to ensure the team is genuinely welcoming.” Autism certification is not just about meeting the requirements, but about meeting guests’ needs and becoming more supportive and invested in inclusivity.

Delivering the global standard for training and certification in the fields of autism, neurodiversity, and accessibility, IBCCES provides a series of certification programs that empower professionals to be leaders in their field and improve the outcomes for the individuals they serve. For over two decades, IBCCES has been a global leader, setting the industry standard in autism and cognitive differences training.