Many luxury hotel groups create lifestyle brands to attract a broader range of travelers across different socioeconomic segments. Jumeirah Group is joining this trend with the planned introduction of a new lifestyle brand designed to appeal to millennial-minded guests.
Scheduled to launch in early 2018, the brand will prioritize central, well-connected locations and strong food and beverage programs. Rooms will be smaller than traditional luxury suites, reflecting a shift in priorities among many younger travelers who value destination experiences, social spaces, and distinctive cuisine over expansive accommodations.
Technology and personalization will be key features of the concept. The new brand will emphasize high-tech, innovative hospitality solutions to create tailored guest experiences while maintaining an upscale standard aligned with Jumeirah’s reputation for luxury.
Jumeirah has experience expanding into contemporary lifestyle markets: its VENU brand was created to serve modern travelers seeking clean, contemporary design and an effortless, cool atmosphere. The upcoming brand will build on that experience while targeting a slightly different demographic with an emphasis on affordability paired with quality.
Details such as the brand name and full product reveal are not yet finalized, but development is in progress as the company prepares to enter this competitive segment of the market.