The second brand of Jumeirah
Jumeirah Hotels has been around for two decades, and this recent decision to launch what will become just its second brand was inspired in part by a desire to access markets where the company already has existing properties that are under the Jumeirah name. This is far and away one of the most common motivations that large hotel companies have cited for launching additional brands, with recent examples of companies that have done this including Trump Hotels and its new Scion brand, Langham with its Langham Place brand, and Capella Hotels with Solis.
The lifestyle segment: A crowded division
Although the lifestyle segment is becoming somewhat crowded within the global hospitality space, Jumeirah is confident that its new creation will stand out a bit from the pack, which contains many lifestyle brands that have been in this arena for 15 to 20 years old now, making them seem a bit dated to guests. Jumeirah leadership has painted its late arrival to the lifestyle segment as a great opportunity to ensure that it is able to provide some of the most modern and up to date offerings of any hotel in the space.
No star rating or category has yet been assigned to the brand, but Jumeirah Hotels and Resorts are likely above its price range, and the new brand will not be associated with Jumeirah’s loyalty program, Sirius. Leadership does, however, hope to have a little bit of association between it and the Jumeirah brand so that savvy travelers will draw a connection between the two.
Let’s take a look at a few other projects currently underway by the Jumeirah Group:
This hotel at the northern entrance of Dubai Marina, consists three residential towers …[READ MORE]
The property will be set in a prime location on the north eastern coast of Sa’adiyat Island …[READ MORE]
More information on the Jumeirah Group can be found on TOPHOTELPROJECTS, the specialized service provider of cutting-edge information of the hospitality industry.
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