Really, the Jura Hotel doesn't have to bother at all - it is the only place to stay on the island so its audience is pretty captive - but the elegant decor, the extremely comfortable room, the well stocked bar with the panoramic views AND the chef's way with desserts mean that it is a place to which I would happily return. There is even a friendly local cat, Elvis, who submitted quite amenably to crazy cat lady cuddles.
To be honest, I am sorry that we were not on Jura longer. It would have been nice to see the house in which George Orwell wrote "1984" and the whirlpool that sits just off the shore in the strait which separates the islands of Jura and Scarba. More than anything else, I like the fact that it feels like a little haven from the world, a place to be quiet and calm.