Jumeirah Group Launches New Brand

DUBAI—Jumeirah Group, the global luxury hotel company and a member of Dubai Holding, has launched Zabeel House by Jumeirah, in response to the continuing and growing travel trend for exploration and enrichment through travel experiences.

With five management agreements already signed in the United Arab Emirates, Kingdom of Saudi Arabia and United Kingdom, and a number under discussion, this second brand for the company will focus on locations at the heart of interesting and exciting neighborhoods. Described by the company as high on design but low in complexity, with an upscale, casual environment, Zabeel House by Jumeirah will target both business and leisure travelers.

The core design ethos of the Zabeel House brand is centered on the uniqueness of each individual neighborhood. Each Zabeel House by Jumeirah hotel will offer an element of bespoke design, unique features and architectural details. As such, the design model challenges standardization but with common features to anchor the brand and deliver efficiency of scale. Although positioned as an upscale hotel brand, there is no reference to a particular hospitality category. This versatility is an important element of the brand vision and design concept, according to the company.

Jumeirah Group COO Marc Dardenne said, “The launch of Zabeel House by Jumeirah is a significant milestone in achieving strategic expansion and provides an opportunity for Jumeirah Group to access new localities and destinations. Zabeel House by Jumeirah is for the traveler who wants to enjoy our award-winning hospitality, but experience it in a more relaxed and casual setting. The brand has broad appeal, and we are confident that owners will be very pleased with its commercial strengths—not least the endorsement that comes as being part of the Jumeirah family of brands—and guests will be delighted by their Zabeel House by Jumeirah experience.”