Jumeirah International, the Dubai-based hotel operator which runs the Burj Al Arab, on Tuesday announced an ambitious plan to own or manage 40 luxurious hotels at home and abroad within five years. The company also launched a Dh30 million rebranding scheme to rename the group Jumeirah.
During a press conference, Jumeirah International announced that from now on the company will be known as ‘Jumeirah’. The group also unveiled a new corporate identity, and announced that it will rebrand its existing portfolio of luxury, award-winning hotels before year end in an aim to create a single, memorable identity for the company. The new brand was unveiled during a press conference held at The Jumeirah Beach Hotel, Jumeirah’s first hotel which opened in November 1997.
The aim of the rebranding is to create a strong brand platform for local, regional and international expansion, and to strengthen Jumeirah’s position as the world’s leading luxury hospitality group.
The group’s existing portfolio of hotels will be renamed, with the brand ‘Jumeirah’ to be incorporated with the experience name – for example, Emirates Towers Hotel will be rebranded Jumeirah Emirates Towers, and its logo will change to reflect the new corporate identity of the brand.
Burj Al Arab will however retain its existing identity, reflecting its position as the icon of Dubai in addition to being the world’s most luxurious hotel. The hotel will continue to be presented as the flagship of Jumeirah.
Chief Sales & Marketing Officer of Jumeirah Bill Walshe stated: “Today’s brand launch is the first step in a journey that will see us rebrand our hotels over the coming few months. To promote our new brand, we will then launch a multi-million dirham international advertising campaign in the 4th quarter of this year”.
At Tuesday’s launch, the group also unveiled the corporate identity of Jumeirah Hospitality & Leisure, a Dubai Holding entity and the parent brand of Jumeirah.Gerald Lawless, CEO of Jumeirah commented: “The rebranding of the company is a reflection of our commitment to become the world’s leading luxury hospitality operator. Since becoming part of Dubai Holding, Jumeirah is enjoying strong synergistic relationships with other member entities which will help to achieve the expansion strategy of the group. We have accelerated our growth plans both in the region and internationally and today’s launch of ‘Jumeirah’ as our hotel and resort brand will enable us to enhance our profile around the world”.
Mr. Lawless added: “Our company hallmarks have been the basis for our success in the past, and they will build the path to our future. The hallmarks are reflected in the design of our beacon and they will remain at the core of our operating philosophy”.Jumeirah’s hallmarks are:• I will always smile and greet our guests before they greet me.• My first response to a guest will never be no.• I will treat colleagues with respect and integrity.