On Tuesday, the prominent hotel group Jumeirah introduced a fresh visual brand identity in line with its ambitious plans to double its portfolio size by 2030. The launch event took place at the iconic Burj Al Arab Hotel, showcasing the new branding and logo through a projection of Jumeirah’s history.

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Jumeirah’s Updated Brand Identity

Jumeirah announced several upcoming properties as part of its growth strategy, including Jumeirah Le Richemond in Switzerland, Jumeirah Marsa Al Arab, and Jumeirah Red Sea in Saudi Arabia.

Michael Grieve, Chief Brand Officer for Jumeirah, emphasized the brand’s deep-rooted heritage of hospitality. “Jumeirah’s brand story originates from a time when travelers to the region were offered shelter and an opportunity to share ideas, knowledge, and wisdom. This tradition of warm hospitality and a sense of community defines the Jumeirah brand today,” Grieve explained.

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He added that Jumeirah aims to enrich the guest experience and promote connection and conversation to further its reputation as a globally respected and influential hospitality brand.

Additionally, the group plans to focus on boutique-style properties in the US, Europe, Africa, and Asia.

Thomas Meier, Chief Operating Officer and Interim Chief Executive Officer at Jumeirah, shared his vision for the future. “Twenty-five years ago, we opened the iconic Jumeirah Burj Al Arab with the aim of redefining luxury hospitality. Since then, we have developed an impressive portfolio across three continents,” Meier stated.

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“Today, we continue our journey with the same pioneering spirit, embarking on sustainable growth and expanding our reach internationally. Refining our visual identity and enhancing our guest experience marks the start of our expansion plans that will appeal to the most discerning travelers. With strong foundations and a skilled team, I am confident Jumeirah will solidify its standing as a leader in luxury hospitality.”

Jumeirah’s new brand identity and expansion plans reflect its commitment to providing exceptional experiences to its global guests while continuing its legacy of hospitality excellence.