Jumeirah rebrand signals growth aspirations

With plans to develop its boutique hotels portfolio and add more branded residences around the globe, Jumeirah has revealed a brand refresh.

Dubai’s Jumeirah Hotels & Resorts has revealed a brand refresh, simplifying its corporate name to just one word, Jumeirah. At the same time, it is launching a new brand identity, and renaming some of its hotels to underline the growing strength of the name, as it pushes on with a strategy to double the size of its portfolio by 2030.

Already included in the growing pipeline is Jumeirah Red Sea in Saudi Arabia, Jumeirah Marsa Al Arab in the United Arab Emirates and in Switzerland, Jumeirah Le Richemond Geneva. The group is looking to add further properties, with a target of signing boutique style hotels having up to 150 bedrooms, with an eye to those types of properties that feature suites, villas and residences. When considering location, Jumeirah is looking to build a presence in gateway cities across Europe, the Americas, Africa and Asia and is also keen to consider resort destinations.

The first twenty five years

Thomas Meier, chief operating officer at Jumeirah explained the strategy: “Twenty-five years ago, we opened the iconic Jumeirah Burj Al Arab with ambitions to redefine luxury hospitality and over the years we have built an exceptional portfolio of properties across three continents. Today we look to the future of our brand and business with the same pioneering spirit – we have strong foundations to build from and an exceptionally talented team that I am confident will see Jumeirah reaffirm its reputation as a leader in luxury hospitality.”

The new look for the Jumeirah brand mixes traditional calligraphy with more modern design ideas symbolising the group’s growth ambitions. For the launch in May, the brand was proudly projected onto the side of the iconic Jumeirah Burj Al Arab in Dubai.

Those pipeline properties include the Jumeirah Marsa Al Arab, which is expected to open to guests at the end of 2024. Located close to the Jumeirah Burj Al Arab, it will have 386 rooms, with guests enjoying views over the new superyacht marina, and over the resort’s landscaped gardens.

Expanding the brand

By dropping the attached “hotels” from its corporate name, Jumeirah is signalling its increasing breadth as a luxury brand with an ever more global reach. The expectation is that Jumeirah will in future deliver not just hotels, but restaurants and branded residences.

As of mid 2024, Jumeirah has 26 hotel and resort properties operating. Alongside a strong presence in its home market of Dubai, and across the Middle East, Jumeirah has also established a broader presence in Europe, with hotels in London, Capri and Mallorca. The brand has also built its portfolio with openings across Asia, including China, the Maldives and Bali.