Jumeirah Hotels & Resorts, the renowned Dubai-born hospitality brand established in 1997, has recently undergone a significant transformation, rebranding itself as simply “Jumeirah.” This rebranding effort includes a fresh new logo design and the renaming of some of its iconic hotels. Among these changes, the legendary Burj Al Arab Jumeirah will now be known as Jumeirah Burj Al Arab, while Jumeirah Mina A’Salam has been rechristened as Jumeirah Mina Al Salam.
The decision to rebrand comes as part of Jumeirah’s “accelerated growth strategy,” aimed at refining its visual identity and enhancing the overall guest experience. Thomas Meier, the COO of Jumeirah, stated, “Refining our visual identity and enhancing our guest experience is the first step on a journey of regional and international expansion.”
As part of this strategy, Jumeirah recently announced the development of new properties, including the highly anticipated Jumeirah Marsa Al Arab in Dubai, along with several other global locations. The refreshed vision for Jumeirah will focus on boutique-style properties featuring up to 150 rooms, with an emphasis on suites, villas, and residences rather than standard rooms.
Jumeirah Marsa Al Arab, slated to open its doors by the end of 2024, promises to be a game-changer in the realm of luxury hospitality. Inspired by the sleek design of a super yacht, this new resort will boast 386 rooms, suites, and penthouses, each featuring balconies and terraces offering stunning panoramic views of the Burj Al Arab Jumeirah and the resort’s new superyacht marina.
Spanning across one expansive property with a private beach, Jumeirah Marsa Al Arab will offer an array of top-notch amenities to cater to the traveler. Guests can indulge in wellness areas, unwind in beautifully landscaped gardens, and savor culinary delights at the resort’s ten distinct restaurants.
The rebranding of Jumeirah Hotels & Resorts signals a new chapter in the brand’s illustrious history, marked by innovation, and a commitment to delivering unparalleled guest experiences. As the hospitality landscape continues to evolve, Jumeirah remains at the forefront, setting new standards of excellence and redefining the art of hospitality in Dubai and beyond.
The rebranding of Jumeirah Hotels & Resorts to Jumeirah represents a strategic move towards greater market relevance and global expansion. With a renewed focus on boutique-style properties and the introduction of groundbreaking developments like Jumeirah Marsa Al Arab, Jumeirah is poised to redefine luxury hospitality and leave an indelible mark on the world stage.
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