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DUBAI: If you happen to visit the newly-opened Radisson Blu Hotel Dubai Waterfront hotel in Business Bay next month, don’t expect the staff to greet you as ‘sir’ or ‘madam’.

The formal address terms will be banned from July 1-19. Offenders will be fined Dh25.

The move is part of the ‘Sir-Ma’am Boycott’ campaign aimed to do away with customary formalities and create a congenial atmosphere.

The hotel management said the informal and casual approach will put customers at ease and make communications more engaging and meaningful.

“It’s easy to be polite and formal using ‘Sir’ and ‘Madam’, but it’s a lot more engaging and refreshing to be referred to by your first name,” said David Allan, general manager of Radisson Blu Hotel Dubai Waterfront.

Allan said even their staff will address each other by their first names regardless of their positions.

“If we claim to be the friendliest five-star hotel in Dubai then we should look the part,” said Allan. “Ten ‘secret police’ members who are part of our team will monitor our staff and anyone making ‘illegal utterances” will be fined Dh25 for each violation.

Three staff members who have the highest boycott score will be rewarded the friendliest hoteliers award by Radisson Blu and receive weekend getaways as gifts. The campaign runs until July 19.