Many luxury hotel companies launch lifestyle brands to appeal to different types of travelers in different socioeconomic ranges. Jumeirah Group follows suit with the launch of its newest lifestyle and “millennial-minded” brand — a niche toward which many hotel companies have turned.
The brand will launch early 2018 and emphasize central locations in areas of interest and strong food and beverage offerings. In turn, the hotels will have smaller rooms, as the interest of many millennial travelers is on the destination, experience and cuisine rather than luxurious accommodations.
The new brand will allow the company to focus on high-tech, innovative aspects of hospitality to personalize the guest experience. While the brand will be millennial-focused, which tends to err on the side of affordability, it will still be upscale and remain consistent with the ultra-luxurious Jumeirah brand.
Jumeirah group was successful in the launch of its contemporary lifestyle brand VENU, designed to appeal to the modern traveler focusing on clean, contemporary, cool and effortless themes.
The new lifestyle brand has not yet been named or fully revealed, but work is underway.
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