Hotel chain outlines expansion plan
Dubai-based luxury hotel chain Jumeirah International has revealed plans to own or manage 40 properties within five years, with Sydney and New York among its target cities.
The news emerged as the group prepares to drop the ‘international’ from its name.
Chief executive Gerald Lawless is reported to have outlined ambitions to run 25 hotels in Dubai and 14 overseas in the next five years with Sydney, New York, Beijing, Shanghai, South Africa, Maldives and Mauritius key targets.
Jumeirah currently own six hotels in Dubai and two in London.
“We want to develop a global super brand,” Lawless is reported to have said.
The re-branding is designed to “enhance its profile around the world”, he added.
Individual hotels will also be subtly rebranded with Jumeirah incorporated into the property name. Among them will be the Emirates Towers Hotel, which will become known as Jumeirah Emirates Towers.
Burj Al Arab however, the group’s flagship hotel, will not adopt the new name in a move to emphasise the iconic feel of the property.
Report by Steve Jones
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