Jumeirah unveils new brand identity as it pursues portfolio growth

As it pursues the doubling of its portfolio by 2030, Jumeirah has refreshed its brand identity alongside a customer experience promise.

The brand's chief operating officer, Thomas Meier, said the new identity "is the first step on a journey of regional and international expansion, that will captivate the most discerning of travellers.

"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."

New properties in the pipeline include Jumeirah Red Sea in Saudi Arabia, Jumeirah Marsa Al Arab in the UAE and Jumeirah Le Richemond Geneva in Switzerland.

Its new vision will see it pursue boutique-style properties of 150 keys or less, alongside owner and operator opportunities in gateway cities and resort destinations.

Jumeirah Burj Al Arab, the brand's first property, forms the backdrop of its new identity, with chief brand officer Michael Grieve suggesting that the next phase represents "sharing that legacy while enriching the experience to bring joy to our guests from around the world."