Jumeirah Hotels and Resorts has undergone a rebrand and is now simply known as “Jumeirah.” This announcement was made at the Arabian Travel Market (ATM), Dubai’s largest travel trade show. Despite having three CEOs in the past eight years, the brand is not announcing a new CEO at this time. The rebrand includes a new logo and renaming various properties in the portfolio to start with “Jumeirah”.
The new brand pillars for Jumeirah include hotels and resorts, suites and villas, dining, and wellbeing. Alex Lee, Jumeirah’s chief commercial officer, stated that the rebranding is part of the brand’s commitment to opening more international hotels. The company is planning to double the size of its portfolio over the next five years, with new properties in Saudi Arabia, Geneva, and Dubai.
Despite speculation, a new CEO for Jumeirah has not been announced. It is rumored that an announcement may be made on June 1, as the brand continues to plan for its future. By dropping “Hotels and Resorts” from its name, Jumeirah aims to emphasize that it is more than just a hotel brand, with a focus on branded residences and restaurants in addition to hotels.
The rebrand is seen as a strategic move to create buzz and differentiate the brand in the competitive hospitality industry. Jumeirah has a long history, starting in 1997 with the opening of Jumeirah Beach Hotel and becoming part of Dubai Holding in 2004. The brand is now looking to expand internationally and establish itself as a luxury brand across various sectors.
The new Jumeirah brand identity is the first step in a larger growth strategy that includes opening new properties in key locations such as Saudi Arabia, Geneva, and Dubai. The rebranding aims to redefine perspectives of luxury and set the stage for the company’s future growth. The decision to stagger announcements and not engage in interviews at this time is part of the brand’s strategic approach to unveiling changes gradually.
