Jumeirah Group has introduced a new brand identity to reflect a fresh perspective on luxury travel, aligning with the company’s growth strategy aiming to double its portfolio by 2030.
The new visual assets aim to emphasize Jumeirah’s reputation for generous hospitality and position the brand as an industry pioneer, with a focus on boutique-style properties featuring suites, villas, and residences.
Recent property announcements include Jumeirah Red Sea in Saudi Arabia, Jumeirah Marsa Al Arab in the UAE, and Jumeirah Le Richemond Geneva in Switzerland, with plans to expand into gateway cities and resort destinations globally. Once headed by Gerard Lawless, the portfolio includes:
- Burj Al Arab – Dubai
- Madinat Jumeirah – Dubai (Includes Jumeirah Al Qasr, Jumeirah Dar Al Masyaf, Jumeirah Mina A’Salam and Jumeirah Al Naseem)
- Jumeirah Beach Hotel – Dubai
- Jumeirah Zabeel Saray – Palm Jumeirah – Dubai
- Jumeirah Marsa Al Arab
- Jumeirah Creekside Hotel – Dubai
- Jumeirah Emirates Towers Hotel – Dubai
- Jumeirah Living Marina Gate – Marina, Dubai
- Jumeirah Living World Trade Centre Residences – Dubai
- Zabeel House The Greens
- Jumeirah at Saadiyat Island Resort – Abu Dhabi
- Jumeirah Gulf of Bahrain Resort & Spa – Bahrain
- Jumeirah Messilah Beach Hotel & Spa – Kuwait
- Jumeirah Muscat Bay – Oman
- Jabal Omar Jumeirah – Saudi Arabia
- Jumeirah Bali
- Jumeirah Guangzhou
- Jumeirah Maldives Olhahali Island – Maldives
- Jumeirah Nanjing
- Capri Palace – Capri
- The Carlton Tower – London
- Jumeirah Lowndes Hotel – London
- Jumeirah Port Soller Hotel & Spa – Mallorca
- Le Richemond – Geneva
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. To celebrate this pivotal moment, the brand unveiled the brand’s new visual identity on the face of the Jumeirah Burj Al Arab, wherein the architectural icon’s billowing sail was lit up last week with a projection sharing the company’s origin story, while looking ahead to the next chapter. The illumination concluded with a display revealing of the re-designed Jumeirah signature and reimagined symbol – which blends traditional calligraphy inspired by the brand’s heritage with a contemporary aesthetic to symbolise its future ambitions.
