Once you pass through the customs area in the Dubai International Airport they have a very interesting area reserved for Hotels as can be seen below.
The area has all of the 5 star hotels from the city represented. The general idea is that each hotel has a mini foyer with the exact styling and ambiance of the actual hotel. The mini foyer has Video footage of the hotel, details on menus and hotel services, samples of the haute couture fragrances in room and some even have masseurs for weary travelers to encourage / reward bookings. Concierge salespeople are there to explain the benefits and convert the sale. For those already booked they have a comfortable waiting location where they serve refreshments until the hotel driver arrives.
A simple idea, but one which makes sense for such a burgeoning metropolis and shows that even the oldest industries can innovate too.