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Hotel Jumeirah to launch new lifestyle brand

by | Dec 17, 2018 | Chains

Jumeirah announces to add another lifestyle brand to its collection in the fourth quarter of 2019.

Luxury hotelier Hotel Jumeirah shows no signs of slowing down with its latest announcement to add another lifestyle brand to its collection in the fourth quarter of the new year. This new brand comes hot on the heels of Jumeirah’s most recent brand launch, Zabeel House by Jumeirah, launched earlier this year. We find out more.

Moving forward in lifestyle

Luxury Dubai hotel group Hotel Jumeirah is perhaps more well known for its upscale properties, but is refusing to be left out of the latest trends in the lifestyle segment.

The group announced plans to open its second, more affordable hotel brand towards the end of 2019. As yet this new brand doesn’t have a name set in stone, but the working title is District, and this will follow in the footsteps of Zabeel House by Jumeirah, a value-focused brand that was launched by the group this year.

District is reported to be an upper scale lifestyle brand, and aims to be neighbourhood friendly, in line with current trends within the hospitality industry.

Jumeirah Group CEO Jose Silva said, “The secondary districts, or neighborhoods, for discovery will be the future of the travel industry. The 21st century consumer wants engagement with the local community. That traveler doesn’t want to visit another Louis Vuitton store. It’s about having more authentic and local engagement.”

This is a clear indicator that District will be located in destinations that are slightly more off the beaten path than right in the centre of popular and overly saturated locations.

District’s key features

Given that the new hotel brand will be designed for contemporary travelers who are looking to engage in the local community, there are a number of features that the hotel will include to facilitate this aim.

Firstly, the rooms will be smaller, encouraging guests to get out and explore the neighbourhood beyond. There will also be a strong focus on digital connection, as well as on dining, something which the group has shifted its focus towards in recent years.

Pricing will also be heavily looked so that the rooms are affordable to locals as well as travelers, in an effort to counteract the potential gentrification that could arise from locating a lifestyle hotel in an underdeveloped neighbourhood.

New soft brand for Jumeirah

Jumeirah not only seems to be jumping on the lifestyle train, but it also has plans to launch a new soft brand collection that will bring together a number of luxury independent hotels in 2019.

The collection has been deemed “ultra luxury” by CEO Silva, and will be named the Burj Collection after Jumeirah’s flagship property, the Burj Al Arab in Dubai.



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