Jumeirah has introduced its new brand identity alongside a growth strategy aimed at doubling the size of its portfolio by 2030. The new visual identity marks the initial phase in the brand’s quest to offer new perspectives of luxury for discerning travelers.

Expanding on its foundation and as part of its accelerated growth strategy, Jumeirah has recently unveiled 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.

The new vision and investment strategy will also prioritize boutique-style properties with up to 150 keys, focusing on suite category rooms, villas, and residences.

Simultaneously, Jumeirah seeks new owner and operator opportunities in key gateway cities and resort destinations across the USA, Europe, Africa, and Asia.

Thomas Meier, Chief Operating Officer and Interim Chief Executive Officer at Jumeirah said, “Twenty-five years ago, we opened the iconic Jumeirah Burj Al Arab with ambitions to redefine luxury hospitality, and over the years, we have built an exceptional portfolio of properties across three continents.” 

“Today we look to the future of our brand and business with the same pioneering spirit and a robust strategy that will enable the next stage of sustainable growth for Jumeirah. 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 travelers,” he adds.

To commemorate the beginning of this new journey, Jumeirah Burj Al Arab will be the setting for unveiling the brand’s fresh visual identity. This week, the billowing sail of the Burj will be illuminated with a projection that narrates Jumeirah’s origin story while also anticipating its future. 

The illumination culminates with the unveiling of the redesigned Jumeirah signature and symbol, a fusion of traditional calligraphy inspired by the brand’s heritage with a contemporary aesthetic, displayed on the Burj. 

Micheal Grieve, Chief Brand Officer for Jumeirah, said, “Jumeirah’s brand story is born from a rich heritage of hospitality, originating from a time when travelers to the region were offered shelter and the opportunity to share ideas, knowledge, and wisdom. That spirit of warm and generous hospitality and a strong sense of community shapes what the Jumeirah brand is today.” 

“As we enter our next chapter, we want to continue sharing that legacy while enriching the experience to bring joy to our guests from around the world,” he added.