In a world where travel transcends mere movement from one place to another, Jumeirah is reshaping what it means to experience true luxury. As the brand steps into a new era of Arabian hospitality, it masterfully blends rich cultural heritage with a forward-thinking approach, inviting guests to experience not just a stay, but an immersive journey of elegance, connection, and cultural depth.
Among the world’s most exclusive hotels, Dubai’s glittering skyline – famous for its iconic five-star resorts, features Jumeirah’s flagship property – Jumeirah Burj Al Arab. Since its debut in 1999, this architectural icon has set global benchmarks for luxury hospitality. This architectural marvel not only catapulted the UAE onto the global stage but also introduced the world to Arabian hospitality at its finest. Deeply rooted in Emirati culture, Jumeirah embodies the warmth, generosity, and genuine welcome of the region, offering guests an authentic Arabian experience.
Now, after more than 25 years, Jumeirah is embarking on a new journey under the visionary leadership of Chief Brand Officer Michael Grieve. The brand has unveiled a bold reimagining, launched earlier this year with its next chapter focusing on creating elevated experiences that seamlessly blend local heritage with global sophistication.
An elevated approach to hospitality
Jumeirah’s transformation extends beyond luxurious accommodations. The brand envisions itself as a ‘majlis’—a space for global culture, conversation, and connection. Inspired by the ancient trade routes where travellers exchanged ideas and were welcomed with the warmest hospitality, Jumeirah is now creating modern platforms where cultures and experiences converge harmoniously. This new direction focuses on enhancing the guest journey through thoughtfully curated, culturally rich programmes that celebrate the heritage of each Jumeirah destination.
From Dubai to the world
Over the past 25 years, Jumeirah has evolved from a local UAE-based company into a globally recognised hospitality brand, with properties spanning the Middle East, Europe, and Asia. From the powder-soft beaches of the Maldives to the historic charm of London’s streets, Jumeirah’s portfolio showcases its commitment to delivering experiences that reflect local culture while upholding exceptional standards of refinement. Each property, whether it’s the serene elegance of Jumeirah Bali or the understated sophistication of Jumeirah Capri Palace, offers more than just a luxurious stay—it’s an invitation to explore the essence of each destination.
An inside look at upcoming openings
As part of its ongoing evolution, Jumeirah is set to unveil three highly anticipated properties: Jumeirah Marsa Al Arab in Dubai, Jumeirah Red Sea in Saudi Arabia, and Jumeirah Le Richemond in Geneva.
Jumeirah Marsa Al Arab, opening soon, will capture the perfect balance of Dubai’s cutting-edge innovation and the timeless traditions of Arabian hospitality. Positioned alongside the wave-inspired Jumeirah Beach Hotel and the sail-shaped Jumeirah Burj Al Arab, this lifestyle destination is set to become one of Dubai’s most prestigious addresses, offering unobstructed views of the city’s iconic skyline and completing the brand’s nautical trilogy.
In Saudi Arabia, Jumeirah Red Sea, opening in 2025 on Shura Island, promises a fresh perspective on coastal luxury. With its unique single-story architectural design by Foster + Partners and a sand-covered ‘Ribbon Path’ connecting the property, guests will feel fully immersed in the natural beauty of the Saudi coastline. Whether relaxing in beachside retreats, pool villas, or guest rooms, visitors will experience the perfect blend of coastal serenity and cultural richness.
In Europe, Jumeirah Le Richemond in Geneva will bring the brand’s signature elegance to a property with over 140 years of history. Overlooking Lac Léman and Mont Blanc, this storied landmark will provide a refined escape in the heart of the city, embodying Jumeirah’s ethos of cultural connection, where art, heritage, and captivating landscapes come together to inspire new perspectives.
The next era of luxury travel
As Jumeirah looks to the future, it envisions an evolution of refinement that transcends traditional boundaries, while remaining deeply rooted in the warm and generous hospitality of Arabian culture. Much like the ancient travellers along trade routes who were welcomed by the warmth of a fireside, Jumeirah seeks to create spaces where guests can forge meaningful connections with their surroundings, engaging with authentic cultural experiences. By blending thoughtful service with the unique stories and heritage of each destination, Jumeirah is redefining hospitality as an art form—one that resonates deeply, creating memories that linger long after the journey ends.
In this new era, Jumeirah invites the world to experience not just elevated travel but an enduring connection to the essence of each destination, making every stay a meaningful exploration of culture, community, and connection.
Discover destinations designed to inspire at jumeirah.com
