In a world where travel is more than just a journey from one place to another, Jumeirah is redefining the art of elevated travel. As the brand embarks on a new era of Arabian hospitality, it combines a rich heritage with a forward-thinking approach, inviting guests to experience more than just a stay—but an immersive narrative of culture, connection, and refined elegance.
When thinking of the world’s most exclusive hotels, Dubai’s skyline, dotted with iconic five-star resorts, quickly comes to mind. At the heart of this transformation lies Jumeirah Burj Al Arab, which opened its doors in 1999 and redefined the concept of luxury hospitality. This architectural marvel, not only put the UAE on the global stage but also introduced Arabian hospitality to the world. Rooted in Emirati culture and generosity, Jumeirah has shown the world what a true Arabian welcome feels like.
After over 25 years Jumeirah is entering a new chapter under the visionary leadership of Chief Brand Officer Michael Grieve. Following a rebrand earlier this year, the focus is on crafting elevated experiences that blend local culture with global sophistication.
A New Dimension of Hospitality
Jumeirah’s transformation goes beyond luxurious accommodations. The brand sees itself as a ‘majlis of global culture, conversation, and connection.’ Drawing inspiration from the ancient trade routes where travellers exchanged ideas and were welcomed with generous hospitality, Jumeirah is creating a modern-day platform where cultures and experiences blend seamlessly. This new direction is focused on elevating the guest experience through carefully curated, culturally attuned programming that reflects the heritage of the destinations where Jumeirah properties are located.
From Dubai to the World
In over 25 years, Jumeirah has expanded from a local name to a renowned hospitality brand, with properties across the Middle East, Europe, and Asia. From the pristine beaches of the Maldives to the historic streets of London, Jumeirah’s portfolio is a testament to its commitment to crafting experiences that resonate with the local culture while providing guests with exceptional refinement. Whether it’s the tranquil beauty of Jumeirah Bali or the sophisticated charm of Jumeirah Capri Palace, each property is designed to offer more than just a stay—it’s an invitation to explore and connect with the essence of the destination.
A Glimpse Into New Openings
As part of this evolution, Jumeirah is set to unveil three highly anticipated properties: Jumeirah Marsa Al Arab in Dubai, Jumeirah Red Sea in Saudi Arabia, and Jumeirah Le Richemond in Geneva.
Jumeirah Marsa Al Arab, set to open in Dubai, will embody the perfect blend of Dubai’s cutting-edge innovation and the timeless traditions of Arabian hospitality. Completing Jumeirah’s nautical trilogy on Dubai’s most exclusive beach, located alongside the wave-shaped Jumeirah Beach Hotel with unobstructed views of the iconic sail-inspired Jumeirah Burj Al Arab, this lifestyle destination is poised to become one of the city’s most illustrious addresses.
Jumeirah Red Sea, set to open in 2025 on Saudi Arabia’s Shura Island, promises an entirely new take on coastal luxury. Epitomising ‘barefoot luxury,’ the hotel’s unique single-story architectural design by Foster + Partners will feature elements connected by a sand-covered ‘Ribbon Path,’ ensuring guests feel fully immersed in the natural environment. Guests will have the opportunity to explore the pristine beauty and cultural richness of Saudi Arabia’s coastline while enjoying a variety of accommodations, from rooms to pool villas and beachside retreats, allowing travellers to customise their stay to their preferences.
In Europe, Jumeirah Le Richemond in Geneva will introduce the brand’s signature elegance to a landmark with over 140 years of history. Offering breathtaking views of Lac Léman and Mont Blanc, this iconic property will provide a refined escape in the heart of the city. It embodies a timeless narrative found in cities worldwide, connecting people and culture through art, heritage, and captivating landscapes, enriching guests with experiences that inspire new perspectives.
The Future of Elevated Travel
As Jumeirah evolves, its vision for the future transcends traditional luxury, rooted in the warm and generous hospitality of Arabian culture. Just as ancient travellers on trade routes were welcomed with the warmth of a fireside, Jumeirah seeks to create spaces where guests can connect meaningfully with their surroundings and engage in authentic cultural experiences. By blending thoughtful service with the unique stories and heritage of each destination, Jumeirah redefines hospitality as an art form, offering experiences that resonate deeply and create lasting memories long after the stay.
Discover destinations to inspire at jumeirah.com
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