Jumeirah unveils new brand identity

Jumeirah, the UAE-based luxury hotel chain, unveiled its new logo and branding against the backdrop of the iconic Burj Al Arab Hotel. An incredibly beautiful projection illuminated the hotel, showing the story of Jumeirah’s origins. The show concluded with the unveiling of the company’s new symbol.

In line with its new growth strategy, Jumeirah also announced several new properties including Jumierah Red Sea in Saudi Arabia, Jumeirah Marsa Al Arab and Jumeirah Le Richemond in Switzerland. The company also intends to focus on establishing boutique properties in Europe, the US, Africa and Asia.

Michel Grieve, chief brand officer of Jumeirah, said: “Jumeirah’s 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. This spirit of warm and generous hospitality and a strong sense of community forms what the Jumeirah brand is today.”

“As we embark on the next chapter of our story, we want to continue to share this heritage, enriching our experiences to bring joy to our guests from around the world. Inspired to connect and network, we aim to build on our reputation as a globally renowned and influential hotel brand,” added Mr Grieve.

Thomas Mayer, chief operating officer and interim CEO of Jumeirah, said: “Twenty-five years ago, we opened the iconic Jumeirah Burj Al Arab hotel with ambitions to redefine luxury hospitality, and over the years we have built an exceptional portfolio of properties on three continents.”

“Today, we look to the future of our brand and business with the same pioneering spirit and robust strategy that will deliver the next phase of Jumeirah’s sustainable growth. Enhancing our visual identity and guest experience is the first step in a regional and international expansion that will captivate the most discerning travellers. We have a strong foundation to build on and an exceptionally talented team that I am confident will help Jumeirah reaffirm its reputation as a leader in luxury hospitality,” added Mr Mayer.

Source: ArabianBusiness

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