Hospitality titan Jumeirah introduced a fresh visual brand identity, as part of its strategy to double its portfolio size by 2030.
The group’s iconic Burj Al Arab hotel served as the backdrop for the unveiling of the new logo and branding, illuminated by a projection recounting Jumeirah’s inception story before revealing the new symbol.
Jumeirah’s New Brand Identity Revealed
Aligned with the expanded growth strategy, Jumeirah disclosed plans for several new properties, including Jumeirah Red Sea in Saudi Arabia, Jumeirah Marsa Al Arab, and Jumeirah Le Richemond in Switzerland.
Michael Grieve, Jumeirah’s Chief Brand Officer, remarked: “Jumeirah’s brand narrative stems from a rich legacy of hospitality, originating from a time when travellers to the region were offered shelter and the chance to exchange ideas, knowledge, and wisdom.
This ethos of warm hospitality and community spirit shapes the essence of the Jumeirah brand today. As we embark on our next phase, we aspire to continue sharing that heritage while enhancing the guest experience to bring delight to our global visitors. Through inspiring dialogue and connection, we strive to establish our reputation as a globally esteemed and influential hospitality brand.”
The group also intends to concentrate on boutique-style properties across various destinations in Europe, the US, Africa, and Asia.
Thomas Meier, Jumeirah’s Chief Operating Officer and Interim Chief Executive Officer, commented: “Twenty-five years ago, we unveiled the iconic Jumeirah Burj Al Arab with the ambition to redefine luxury hospitality, and over the years, we have curated an exceptional portfolio of properties across three continents. Today, we look forward to the future of our brand and business with the same pioneering spirit and a robust strategy that will facilitate the next phase of sustainable growth for Jumeirah. Enhancing our visual identity and elevating our guest experience marks the initial step on a journey of regional and international expansion, captivating the most discerning of travellers. With solid foundations to build upon and an exceptionally talented team, I am confident that Jumeirah will reaffirm its standing as a leader in luxury hospitality.”
