Dubai: The Jumeirah Group, a Dubai government-owned hospitality company behind the Burj Al Arab and the Souq Madinat, has launched a new hotel brand named Zabeel House, it said in a statement on Tuesday.
Jumeirah say that their second brand will focus on experience and adventure, with each hotel designed in a unique way.
In recent years, younger travellers have started to move away from large international hotel chains and secluded beach resorts, towards hotels that place a greater emphasis on exploration and culture.
This demographic is described by Jumeirah as “travellers who want to connect meaningfully with their travel destinations.”
According to the Dubai Holding subsidiary, each new hotel will be unique, casual yet upscale, “adventurous” and linked to the culture of the surrounding neighbourhood.
With five management agreements already signed across the UAE, Saudi Arabia, and the UK, and a number under discussion, Jumeirah declined to say exactly where the new hotels would be located, just that they would be positioned in “interesting and exciting” areas, with the first property set to be announced imminently.
The core target market for the brand will be both business and leisure travellers who want a “lively base from which to explore,” according to Jumeirah, with each property located to “help guests experience the city they’re in.”
The Jumeirah Group’s chief operating officer Marc Dardenne said in a statement that the launch allows Jumeirah to “access new localities and destinations,” adding that the “brand has broad appeal, and we are confident that owners will be very pleased with its commercial strengths.”
