Jumeirah Group has announced the launch of Zabeel House by Jumeirah, a second hotel brand from the Dubai Holding-owned company.
The new brand has been created in response to the continuing and growing travel trend for exploration and enrichment through travel experiences.
Zabeel House by Jumeirah is designed to have a strong appeal for this increasing segment of travellers, from across a broad demographic, who want to connect meaningfully with their travel destinations.
With five management agreements already signed in the United Arab Emirates, Kingdom of Saudi Arabia and United Kingdom, and a number under discussion, Jumeirah Group is creating an eclectic collection of hotels under the Zabeel House by Jumeirah brand, with a focus on locations at the heart of interesting and exciting neighbourhoods.
High on design but low on complexity, hotels under the new brand will offer brilliant basics and unexpected extras set in an upscale, casual environment.
The core design ethos of the Zabeel House brand is centred on the uniqueness of each individual neighbourhood.
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 hospitality category.
Jumeirah Group chief operating officer, 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 traveller 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.”