Jumeirah refreshes identity to drive development

DUBAI - Dubai-based Jumeirah, which in February lost its CEO Katerina Giannouka one year into her term and has had three CEOs in the past eight years, has unveiled a new luxury brand identity as it tries to accelerate its growth and double the size of the portfolio by 2030.

Dubai Holdings' Jumeirah, currently with 26 hotels in its portfolio, recently announced new properties, including Jumeirah Red Sea in Saudi Arabia, Jumeirah Marsa Al Arab in the United Arab Emirates and Jumeirah Le Richemond Geneva in Switzerland.

Jumeirah’s renewed vision and investment strategy will also see a focus on boutique style properties featuring up to 150 keys, prioritizing 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.

“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 traveler,” said Jumeirah COO and Interim CEO Thomas Meier. “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, Jumeirah Burj Al Arab is serving as the the backdrop for the unveiling of the brand’s new visual identity. The billowing sail of the Burj lights up this week with a projection that tells Jumeirah’s origin story while looking ahead to its next chapter, concluding with a reveal of the re-designed Jumeirah signature and reimagined symbol. The new logo blends traditional calligraphy inspired by the brand’s heritage with a contemporary aesthetic to symbolize its future ambitions.