Jumeirah unveils new brand identity

Jumeirah unveils new brand identity

Group’s portfolio set to double under new branding

Jumeirah has unveiled its new brand identity, marking a key milestone in its growth strategy to double the size of the portfolio by 2030. 

According to the company, the new visual identity is said to symbolise "the first stage in a journey of brand evolution designed to inspire a new perspective of luxury for discerning travellers". 

The new brand logo

To celebrate the pivotal moment, Jumeirah Burj Al Arab's facade served as the backdrop for the unveiling of the brand’s new visual identity.


As part of its growth strategy, the luxury hospitality brand is actively targeting owner and operator opportunities in gateway cities and resort destinations in Europe, The Americas, Africa, and Asia.  

The group's renewed investment strategy will also see a focus on boutique-style properties, featuring up to 150 keys, prioritising suite category rooms, villas and residences.

Jumeirah recently announced a number of new properties, including Jumeirah Red Sea in Saudi Arabia, Jumeirah Marsa Al Arab in the UAE and Jumeirah Le Richemond Geneva in Switzerland. 

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Jumeirah chief operating officer and interim chief executive officer Thomas Meier said: “Some 25 years ago, we opened the iconic Jumeirah Burj Al Arab with ambitions to redefine luxury hospitality and, over the years, we have built an exceptional portfolio of properties across three continents.  

"Refining our visual identity and enhancing our guest experience is the first step on a journey of regional and international expansion, that will captivate the most discerning of traveller. 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 chief brand officer Micheal Grieve added: “Jumeirah’s brand story is born from a rich heritage of hospitality, originating from a time when travellers to the region were offered shelter and the opportunity to share ideas, knowledge and wisdom. That spirit of warm and generous hospitality and strong sense of community shapes what the Jumeirah brand is today. As we enter our next chapter, we want to continue sharing that legacy while enriching the experience to bring joy to our guests from around the world. By inspiring conversation and connection, we aim to build our reputation as a globally revered and influential hospitality brand.”

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