Jumeirah has embarked on a “journey of brand evolution” with the unveiling of a new visual identity including a redesigned signature, symbol, brand video and new website. 

This week a projection has been cast on Jumeirah Burj Al Arab in Dubai which tells “Jumeirah’s origin story while looking ahead to its next chapter”.

The brand said the move marked a “key milestone” in its growth strategy to double the size of its portfolio by 2030.

The brand’s “renewed vision” and investment strategy will focus on boutique-style properties featuring up to 150 keys and prioritising suites, villas and residences. 

With properties currently in the Middle East, Europe and Asia, Jumeirah is also planning to expand further by targeting owner and operator opportunities in gateway cities and resort destinations in Europe, the Americas, Africa and Asia. 

Thomas Meier, chief operating officer and interim chief executive at Jumeirah, said: “Refining our visual identity and enhancing our guest experience is the first step on a journey of regional and international expansion.

“We have strong foundations to build from and an exceptionally talented team that I am confident will see Jumeirah reaffirm its reputation as a leader in luxury hospitality.” 

Jumeirah recently announced new properties in the Red Sea, Saudi Arabia; Dubai, United Arab Emirates; and Geneva, Switzerland.

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