Jumeirah enters its next phase of growth with the unveiling of its new brand identity: Tourism Breaking News

Today, Jumeirah unveils its new brand identity, a key milestone in its growth strategy to double the size of its portfolio by 2030. The new visual identity is the first phase in a journey of brand evolution, designed to inspire a new perspective on luxury for discerning customers. travelers. Building on its roots and reputation in generous hospitality, the move will see Jumeirah reaffirm its position as an industry pioneer, with curated experiences that shape perceptions and trends.

As part of its accelerated growth strategy, Jumeirah recently announced new properties including Jumeirah Red Sea in Saudi Arabia, Jumeirah Marsa Al Arab in the United Arab Emirates and Jumeirah Le Richemond Geneva in Switzerland. Jumeirah’s refreshed vision and investment strategy will also include a focus on boutique-style properties with up to 150 keys, prioritizing suite category rooms, villas and residences. The luxury hospitality brand is actively targeting opportunities for owners and operators in gateway cities and resort destinations in Europe, the Americas, Africa and Asia.

Thomas Meier, Chief Operating Officer and Interim Chief Executive Officer at Jumeirah said: “Twenty-five years ago we opened the iconic Jumeirah Burj Al Arab with the ambition to redefine luxury hospitality and over the years we have built an exceptional portfolio of properties in three continents. Today we look to the future of our brand and company with the same pioneering spirit and a robust strategy that will enable the next phase of sustainable growth for Jumeirah. Refining our visual identity and improving our guest experience is the first step on a journey of regional and international expansion that will captivate the most discerning traveler. We have a strong foundation to build on and an exceptionally talented team that I am confident Jumeirah will reaffirm its reputation as a leader in luxury hospitality.”

To celebrate this pivotal moment, Jumeirah Burj Al Arab provides the striking backdrop for the unveiling of the brand’s new visual identity. The billowing sail of the architectural masterpiece lights up this week with a mesmerizing projection that tells Jumeirah’s origin story and looks ahead to its next chapter. The lighting concludes with the unveiling of the redesigned Jumeirah signature and symbol – which combines traditional calligraphy inspired by the brand’s heritage with a contemporary aesthetic to symbolize its future ambitions – displayed on the global icon of luxurious hospitality, visible to everyone.

Michael Grieve, Chief Brand Officer of Jumeirah said: “Jumeirah’s brand story comes from a rich heritage of hospitality, originating from a time when travelers to the region were provided with accommodation and the opportunity to share ideas, knowledge and wisdom. That spirit of warm and generous hospitality and a strong sense of community is what the Jumeirah brand is today. As we enter our next chapter, we want to continue sharing that legacy while enriching the experience to bring joy to our guests from around the world. By inspiring conversations and connections, we want to build our reputation as a globally respected and influential hospitality brand.”

Follow the journey on Jumeirah’s Instagram, Facebook, LinkedIn, TweetThreads and YouTube with new handle @Jumeirah

To view Jumeirah’s new brand video, click here, and to view the new website, visit www.jumeirah.com