The massive hotel chain Jumeirah unveiled a new visual brand identity on Tuesday, aligning with its goal of doubling its portfolio size by 2030.
The group’s renowned Burj Al Arab Hotel hosted the unveiling of the new branding and logo, which was accompanied by a projection showing Jumeirah’s history.
Jumeirah’s new brand identity revealed
Jumeirah announced several new properties in keeping with the new growth strategy, including Jumeirah Le Richemond in Switzerland, Jumeirah Marsa Al Arab, and Jumeirah Red Sea in Saudi Arabia.
Micheal Grieve, Chief Brand Officer for Jumeirah said: “Jumeirah’s brand story is born from a rich heritage of hospitality, originating from a time when travellers to the region were offered shelter and the opportunity to share ideas, knowledge, and wisdom. That spirit of warm and generous hospitality and strong sense of community shapes 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 conversation and connection, we aim to build our reputation as a globally revered and influential hospitality brand.”
Additionally, the group wants to focus on boutique-style properties in US, Europe, 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 ambitions to redefine luxury hospitality and over the years we have built an exceptional portfolio of properties across three continents. Today we look to the future of our brand and business with the same pioneering spirit and a robust strategy that will enable the next stage of sustainable growth for Jumeirah. Refining our visual identity and enhancing our guest experience is the first step on a journey of regional and international expansion, that will captivate the most discerning of traveller. We have strong foundations to build from and an exceptionally talented team that I am confident will see Jumeirah reaffirm its reputation as a leader in luxury hospitality.”