Jumeirah has put in place a comprehensive new distribution strategy that sees Jumeirah launching a private label GDS code for all its hotels on 1st December - JT - as well as making a senior appointment for the American market, to compliment its aggressive expansion plans for the next five years, which were unveiled earlier this year.
In June, Jumeirah announced that it would rebrand the company and its existing portfolio of luxury hotels in Dubai and the UK by 1st October this year. Last week saw this project successfully completed. Jumeirah also announced its intention to expand its portfolio to 40 hotels worldwide over the next five years. Following these commitments, Jumeirah has already announced several local, regional and international hotel developments and acquisitions in recent months.
In September, Jumeirah made the exciting announcement that it would expand globally with the acquisition of the management contract to operate Essex House Hotel, one of New York’s most prominent and historic luxury hotels, from 15th January 2006. The acquisition is the first in the Americas for Jumeirah and an aggressive and significant step in the expansion plans for the young company. Following this announcement, Jumeirah appointed a Senior Vice President - Americas, Mr. Frank van der Post, who will be responsible for all of Jumeirah’s activities and operations within the Americas.
Jumeirah is also expanding rapidly within the GCC region and has already announced that it has been appointed to manage the luxury hotel at Dubai Towers - Doha, Qatar, a five-star property that will feature 146 luxurious rooms and suites. Jumeirah will also manage the luxury hotels and theme park within the Saraya Aqaba development that is expected to transform the beachfront town of Aqaba, Jordan, in to a world-class waterfront resort city.
In Dubai, Jumeirah was recently selected to operate ‘Aqua Dunya’, a unique theme park resort located in the heart of Dubailand - a project that is set to become the world’s largest leisure, entertainment and tourism attraction. The 8 million sq. ft. theme park will include the Jumeirah Desert Pearl Hotel, a wet and dry theme park and a port and traditional market district. More facilities are expected to be announced in the second phase of the development.
Jumeirah’s growth is also demonstrated in the expansion of its international network of sales offices. The existing Jumeirah sales offices in North America, the United Kingdom and Germany are being extended whilst the Group has appointed sales representation in Asia, with additional plans to open sales offices in Paris, Riyadh and Moscow before the end of this year.
Gerald Lawless, Chief Executive Officer for Jumeirah, commented: “Our development plans are moving fast and we are well on track to achieve the level of expansion we announced five months ago. We have many more projects under negotiation and we look forward to making more exciting announcements soon.”
Jumeirah will be aggressively entering new markets over the coming months and years and throughout this expansion period, the Group will continue to follow its Hallmarks that are the core operating philosophy of Jumeirah. The commitment to ‘stay different’ - the company’s new tagline - and the drive for quality in all of its activities are reflected in the number of prestigious travel and tourism awards that Jumeirah has won recently, including the award for ‘Best Business Hotel Group in the Middle East’ by readers of Business Traveller Magazine Asia and Business Traveller Magazine UK.