Jumeirah Hotels & Resorts has renamed and rebranded its hotels

Jumeirah Hotels & Resorts, a Dubai-born hospitality brand that was launched in 1997, has undergone a rebranding exercise and will now be known simply as Jumeirah. The company has redesigned its logo and renamed some of its hotels to reflect this change, such as the Burj Al Arab Jumeirah, which will now be called Jumeirah Burj Al Arab, and Jumeirah Mina A’Salam, which has been renamed to Jumeirah Mina Al Salam. The rebranding is part of Jumeirah's "accelerated growth strategy," which has also seen the company announce new properties such as Jumeirah Marsa Al Arab in Dubai and several other global locations.

According to Thomas Meier, the COO of Jumeirah, refining the company's visual identity and enhancing its guest experience is the first step in a journey of regional and international expansion. The rebranding will see Jumeirah focus on boutique-style properties featuring up to 150 rooms with a larger emphasis on suites, villas, and residences rather than standard rooms. By doing so, Jumeirah hopes to offer a more personalized and unique experience to its guests, as well as attract a wider range of clientele.