Jumeirah Group has unveiled a new brand identity, with its new visual assets showcasing a new perspective on luxury for the discerning traveller. The company has recently embarked on a major new growth strategy that aims to double the size of its portfolio by 2030, and the new visual identity – which will build on the brand’s origins and reputation for generous hospitality by reaffirming Jumeirah’s position as an industry pioneer – is only the first stage of the brand’s evolution.
Jumeirah has recently announced multiple new properties as part of its accelerated growth strategy, including Jumeirah Red Sea in Saudi Arabia, Jumeirah Marsa Al Arab in the United Arab Emirates and Jumeirah Le Richemond Geneva in Switzerland. The company’s renewed vision and investment strategy will also see a focus on boutique style properties featuring up to 150 keys, prioritising suite category rooms and villas and residences. The luxury hospitality brand is actively targeting owner and operator opportunities 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 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.
“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,” said Michael Grieve, chief brand officer for Jumeirah.
