Burj Al Arab is widely known as the world's most famous hotel, yet in 2023, MyTelescope’s brand search index reveals that Atlantis Resorts hotels in Dubai have overtaken them in 2023.

Atlantis launched their newest hotel in Dubai, Atlantis The Royal in January with a spectacular opening, paying 23 Million USD for Beyonce to perform among others.

The opening shows 3 things:
1. A massive commercial success for Atlantis Resorts, as hotel brand searches accurately match hotel revenue by 80%.
2. A perfect representation of short and long-term effects of marketing, showing an immediate +125% surge followed by a raised baseline interest of +19% compared to before the launch.
3. That the Beyonce effect is real.