The new year hasn’t yet arrived, but it’s already stacking up to be a consequential one for the hospitality industry, with a number of large hotel companies dedicating resources to the launch of new lifestyle brands and other initiatives.
One such example of this is Jumeirah Group, which is launching a new brand that it hopes can stand out to consumers as a lifestyle option that appeals to the “millennial minded,” the companies interim CEO Marc Dardenne has said. This new brand is slated to launch in early 2018, and when it does it will have smaller rooms but locations in key desirable areas, while also retaining a strong focus on food and beverage services. Dardenne has also said that the new brand, which has not yet been named or fully revealed, currently has three to five new projects that have already signed on to be a part of it.
Jumeirah Hotels has been around for two decades, and this recent decision to launch what will become just its second brand was inspired in part by a desire to access markets where the company already has existing properties that are under the Jumeirah name. This is far and away one of the most common motivations that large hotel companies have cited for launching additional brands, with recent examples of companies that have done this including Trump Hotels and its new Scion brand, Langham with its Langham Place brand, and Capella Hotels with Solis.
Although the lifestyle segment is becoming somewhat crowded within the global hospitality space, Jumeirah is confident that its new creation will stand out a bit from the pack, which contains many lifestyle brands that have been in this arena for 15 to 20 years old now, making them seem a bit dated to guests. Jumeirah leadership has painted its late arrival to the lifestyle segment as a great opportunity to ensure that it is able to provide some of the most modern and up to date offerings of any hotel in the space.
No star rating or category has yet been assigned to the brand, but Jumeirah Hotels and Resorts are likely above its price range, and the new brand will not be associated with Jumeirah’s loyalty program, Sirius. Leadership does, however, hope to have a little bit of association between it and the Jumeirah brand so that savvy travelers will draw a connection between the two.