Dubai-based hotel giant Jumeirah plans to launch a Zabeel House-branded hotel in London's Shoreditch area, according to reports. The 200-room hotel will be the newest edition to London's gentrified neighbourhood that is now considered one of the city's trendiest districts. 

Zabeel House is the second brand from Jumeirah Group, which already operates the Stay Different brand, and has been created in response to the growing travel trend for exploration through travel experiences.

Jumeirah Group chief operating officer, Marc Dardenne, said at the launch of the brand in Dubai in January 2018: “The launch of Zabeel House by Jumeirah is a significant milestone in achieving strategic expansion and provides an opportunity for Jumeirah Group to access new localities and destinations.

Story continues below

"Zabeel House by Jumeirah is for the traveller who wants to enjoy our award winning hospitality, but experience it in a more relaxed and casual setting. The brand has broad appeal, and we are confident that owners will be very pleased with its commercial strengths,” he said. 

The Telegraph reports that Jumeirah's Zabeel House is one of many new hotels set to open in London.

A spokesperson for Jumeirah told, "Thank you for your interest. At the current time, there is no additional information to that which has already been reported, but we look forward to making further announcements and to the opening of the next property in the Zabeel House by Jumeirah collection: Zabeel House by Jumeirah Al Seef on June 5."

The first hotel in the new Zabeel House by Jumeirah collection which opened in Dubai in April this year is described as "maximum attitude, minimum frills", that is friendly to the bank balance through stripping back the non-essentials.

Zabeel House also plan to open two more properties in Dubai before the end of the year. A fifth is planned for Saudi Arabia after London.