EXCLUSIVE: Jumeirah looks at 'additional brand'

Company developing 'Brand X' according to insider

Jumeirah Group operates the famous Burj Al Arab in Dubai.
Jumeirah Group operates the famous Burj Al Arab in Dubai.

Dubai luxury hotel operator Jumeirah Group could be set to launch a new brand, HotelierMiddleEast.com has learned.

According to a source close to the company, Jumeirah is currently developing a new hotel concept under the code name ‘Brand X’.

An official statement from a Jumeirah spokesperson confirmed that an additional brand was a possibility.

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The spokesperson said: “Jumeirah Group is very focused on further establishing the Jumeirah brand locally and internationally, including the launch of Jumeirah Frankfurt later this year.

“We are also, as always, looking at opportunities to innovate, and one of the areas of innovation we have looked at is the possibility of launching an additional brand to complement our existing portfolio.

“We will of course inform the market if and when we are ready to make an announcement.”

Jumeirah currently operates five luxury hotels in Dubai, including the world’s tallest all-suite hotel Burj Al Arab, two hotels in London and Jumeirah Essex House in New York.

The portfolio also includes the Jumeirah Living serviced residences brand, the Talise spa brand and Jumeirah Restaurant’s, the Group’s branded restaurant division.

The company has “ambitious expansion plans” to grow its portfolio of luxury hotels and resorts worldwide to 60 by 2012.

In the Middle East, scheduled to open in 2010 are Jumeirah Al Fattan Palm Resort on The Palm, Jumeirah in Dubai and Jumeirah Messilah Beach Hotel in Kuwait.

Projects are also underway in the UAE, Jordan, Qatar, Oman, Bahrain, Morocco, Maldives, Bali, Thailand, China, Argentina, Spain, England, Scotland, Germany and the US Virgin Islands.

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