Jumeirah plans to double in size by 2030

Jumeirah plans to double in size by 2030

The UAE-born hotel group aims to be global leader in ultra-luxury hospitality  

Jumeirah Group plans to double in size by 2030 with a focus on launching hotels in Europe, the US and Asia. Currently, the group operates a 6,500+-key portfolio with 26 luxury properties in the Middle East, Europe and Asia.

Expansion will include the acquisition of luxury properties in major European cities while exploring opportunities in the US.

The group will also look to capitalise on the “strong growth potential” of the Asia Pacific market to extend its reach beyond existing properties in China, Bali and the Maldives.

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The Dubai Holding hospitality company plans to outline an evolution of the brand in 2024, including new ancillary businesses to complement its ultra-luxury positioning.

The growth plans are part of Jumeirah’s Mission 2030 strategy, including a focus on decarbonisation of operations, eco-conscious building design, strong governance on supply chain, diversity and inclusion.


Jumeirah is “especially committed” to preserving biodiversity given the location of its hotels in fragile ecosystems.

Planned openings next year include Jumeirah Marsa Al Arab in Dubai (lead image) and Jumeirah The Red Sea in Saudi Arabia, as well as Le Richemond in Geneva, which is currently closed for renovation.

Le Richemond

Chief executive Katerina Giannouka said: “The luxury landscape continues to evolve in response to consumer demand, particularly from younger Millennial and Gen Z audiences, and as a brand we need to continually innovate to stay relevant.  

“Mission 2030 is a strategic plan that is designed to evolve the Jumeirah brand from a regional success story to a global leader in ultra luxury hospitality. It focuses on four key areas – international expansion, brand and product development, operational excellence and ancillary business – with an overall aim to sustainably double the size of our portfolio by 2030 and enhance our brand experience to meet the diverse and evolving needs of our guests.”

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