In a significant milestone, Jumeirah has unveiled a dynamic new brand identity, marking a pivotal step in its strategy to redefine the luxury hospitality landscape. With ambitions to double its portfolio by 2030, the latest visual identity signals the beginning of a transformative journey that will reshape the perception of luxury for discerning travellers worldwide.

Building upon its legacy of unparalleled hospitality, Jumeirah’s rebranding is a testament to its commitment to remain at the forefront of the industry. The new identity aligns seamlessly with the company’s strategy to deliver exceptional, curated experiences that anticipate and shape travel trends.

Jumeirah unveils its new brand identity to inspire a fresh luxury perspective while doubling its portfolio by 2030.

Recent announcements of new properties exemplify Jumeirah’s ambitious growth plan. The upcoming Jumeirah Red Sea in Saudi Arabia, Jumeirah Marsa Al Arab in the United Arab Emirates, and Jumeirah Le Richemond Geneva in Switzerland are all poised to become luxury icons in their respective regions. Additionally, the group is exploring opportunities in gateway cities and resort destinations across Europe, the Americas, Africa, and Asia, focusing on boutique-style properties featuring up to 150 keys, suites, villas, and residences.

Thomas Meier, Chief Operating Officer and Interim Chief Executive Officer at Jumeirah stated, “Twenty-five years ago, we opened the iconic Jumeirah Burj Al Arab with ambitions to redefine luxury hospitality, and over the years, we have built an exceptional portfolio across three continents. Our pioneering spirit and strategic approach will guide Jumeirah into the next stage of sustainable growth. The refined visual identity is the initial step in our journey toward international expansion, enhancing our guest experience and reaffirming Jumeirah as a leader in luxury hospitality.”

To celebrate this monumental occasion, the iconic Jumeirah Burj Al Arab illuminated its distinctive sail-shaped façade with a mesmerizing projection that chronicles the brand’s evolution while offering a glimpse into its promising future. This visually captivating display concluded with unveiling the redesigned Jumeirah signature and symbol—a blend of traditional calligraphy and modern design—projected across this globally recognized beacon of luxury.

Chief Brand Officer Micheal Grieve elaborated on the brand’s heritage: “Jumeirah’s story originates from a rich legacy of hospitality where travelers were offered shelter and opportunities to share knowledge. We want to continue this tradition while enriching the guest experience to bring joy to visitors globally. By fostering conversation and connection, we aim to solidify Jumeirah’s reputation as an influential global hospitality brand.”

For more details about Jumeirah’s new vision and identity, visit www.jumeirah.com.

Written by: Yves Thomas

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