13-05-2025
How one hotel company is redefining the art of elevated travel
In a world where travel is more than just a journey from one place to another, Jumeirah is redefining the art of elevated travel with an invitation to connect, discover, and belong. Drawing its essence from traditions of warm and generous hospitality, deeply rooted in Arabian culture, Jumeirah emulates the warmth once shared along ancient trade routes, where travelers gathered to exchange knowledge and ideas. Their hotels serve as a majlis of culture and connection, set against inspiring backdrops, and through artistry, community, and meaningful experiences, they create spaces that inspire new perspectives and the feeling of a life well led among their guests.
When thinking of the world's most exclusive hotels, Dubai's skyline, dotted with iconic five-star resorts, quickly comes to mind. At the heart of this transformation lies Jumeirah Burj Al Arab, which opened its doors in 1999 and redefined the concept of luxury hospitality. This architectural marvel not only put the UAE on the global stage but also introduced Arabian hospitality to an international audience.
Over 25 years later, Jumeirah has entered a new chapter. Following a brand reimagining launched last year, the focus is on creating refined experiences that blend local culture with global sophistication.
A new dimension of hospitality
Jumeirah's transformation goes beyond luxurious accommodations. Recognized as a "majlis of global culture, conversation, and connection," Jumeirah is creating a modern-day platform where cultures and experiences blend seamlessly. This new direction is dedicated to enhancing the guest experience through carefully curated cultural experiences designed with intent, showcasing the rich heritage of the destinations where Jumeirah properties are located.
From Dubai to the world
In less than three decades, Jumeirah has expanded from a local name to a renowned hospitality brand, with properties across the Middle East, Europe, Africa, and Asia. From the pristine beaches of the Maldives to the historic streets of London, Jumeirah's portfolio is a testament to its commitment to crafting experiences that resonate with the local culture while providing guests with exceptional refinement. Most recently, Jumeirah announced two new iconic destinations: Jumeirah Thanda Island in Tanzania, and Jumeirah Thanda Safari in South Africa. This first-of-its-kind private island and safari offering for Jumeirah is infused with the essence of Tanzania's historical ties to Arabian hospitality dating back to ancient times, when seafarers on trade routes were received with generous fireside welcomes to exchange the knowledge and stories that have helped shape the culture of the Middle East region today.
A glimpse into new openings
As part of this 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, set to open in March 2025, will embody the perfect blend of Dubai's cutting-edge innovation and the timeless traditions of Arabian hospitality. Completing Jumeirah's nautical trilogy on Dubai's most exclusive beach, located alongside the wave-shaped Jumeirah Beach Hotel with unobstructed views of the iconic sail-inspired Jumeirah Burj Al Arab, this lifestyle destination is poised to become one of the city's most illustrious addresses.
Jumeirah Red Sea, set to open in late 2025 on Saudi Arabia's Shura Island, promises an entirely new take on coastal luxury. Epitomizing "barefoot luxury," the hotel's unique single-story architectural design will feature elements connected by a sand-covered "Ribbon Path," ensuring guests feel fully immersed in the natural environment. Guests will have the opportunity to explore the pristine beauty and cultural richness of Saudi Arabia's coastline while enjoying a variety of accommodations, from rooms to pool villas and beachside retreats, allowing travelers to customize their stay to their preferences.
In Europe, Jumeirah Le Richemond in Geneva will introduce the brand's signature elegance to a landmark with over 140 years of history. Offering breathtaking views of Lac Léman and Mont Blanc, this property will provide a refined escape in the heart of the city. It embodies a timeless narrative found in cities worldwide, connecting people and culture through art, heritage, and captivating landscapes, enriching guests with experiences that inspire new perspectives.
The future of elevated travel
As Jumeirah evolves, its vision for the future transcends traditional luxury, rooted in the warm and generous hospitality of Arabian culture. Just as travelers on ancient trade routes were welcomed with the warmth of a fireside, Jumeirah creates spaces where guests can connect meaningfully with their surroundings and engage in authentic cultural experiences. By blending thoughtful service with the unique stories and heritage of each destination, Jumeirah redefines hospitality as an art form, offering experiences that resonate deeply and create lasting memories long after the stay.
