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In a landmark announcement, the Jumeirah Group, a subsidiary of Dubai Holding and a beacon in luxury hospitality, has unveiled its grand vision for the future: to double its portfolio by the year 2030. This ambitious growth plan, part of the company’s “Mission 2030” strategy, aims to redefine luxury hospitality by focusing on sustainable expansion and innovative guest experiences.

The Jumeirah Group, renowned for its opulent properties in the United Arab Emirates, is now setting its sights on a global scale. The company plans to strengthen its presence in key European locations, including London, Capri, Mallorca, and Geneva. In pursuit of this goal, Jumeirah is actively seeking opportunities to acquire luxury properties in major cities worldwide, with a particular focus on the United States.

Additionally, the Asia Pacific region, a burgeoning market in the luxury hospitality sector, is a critical target in Jumeirah’s growth strategy. The group aims to extend its reach beyond its existing properties in China, Bali, and the Maldives, capitalizing on the region’s rapidly growing potential.

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At the heart of Jumeirah’s Mission 2030 is the evolution of its brand. The strategy aims to deliver unique and unforgettable guest experiences, incorporating new ancillary businesses to bolster its ultra-luxury positioning. Slated to launch in 2024, the plan includes integrating wellness throughout the guest journey, emphasizing lifelong learning, longevity, and inclusivity. Moreover, Jumeirah is set to reimagine its family offerings, focusing on education, self-discovery, environmental stewardship, cultural immersion, and the arts.

Katerina Giannouka, CEO of Jumeirah Group, highlighted the necessity of innovation in the luxury sector, particularly in response to the evolving preferences of millennial and Gen Z audiences. “Mission 2030 is more than a growth plan; it’s a transformative journey to elevate Jumeirah from a regional success to a global leader in ultra-luxury hospitality,” Giannouka stated. The strategy focuses on international expansion, brand development, operational excellence, and new business ventures, all geared towards sustainably doubling the group’s portfolio.

Sustainability forms the cornerstone of the Group’s Mission 2030, underpinned by three pillars: Planet, People, and Governance. Jumeirah is committed to reducing its carbon footprint, employing eco-conscious design principles, and upholding strong governance in its supply chain, diversity, and inclusion initiatives. Given the locations of its hotels in ecologically sensitive areas, biodiversity preservation is a significant focus.

The announcement follows a year of significant milestones for the Jumeirah Group, including the acquisition of Le Richemond in Geneva, the completion of the Jumeirah Marsa Al Arab residences in Dubai, and the opening of the Jumeirah Makkah in Saudi Arabia. Renovations at various Dubai properties further underline the Group’s commitment to excellence.

In the upcoming year, the Group’s growth trajectory continues with several planned openings, including the Jumeirah Marsa Al Arab in Dubai and Jumeirah The Red Sea in Saudi Arabia, alongside the reopening of the renovated Le Richemond in Geneva.

For more information, please visit jumeirah.com.