Jumeirah debuts ‘upscale casual’ brand

Jumeirah Group has recently launched an “upscale casual” brand, Zabeel House by Jumeirah. It’s the second brand for the luxury-focused company, which says that five management agreements have been signed – in the United Arab Emirates, Saudi Arabia and U.K. – with locations in “interesting and exciting neighborhoods.”

Jumeirah Group, part of Dubai Holding, describes the new brand as moderately priced, addressing basics in a high-design, local environment, for customers who want to connect with their destinations. The name is taken from a popular tourist neighborhood in downtown Dubai.

“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,” Jumeirah Group Chief Operating Officer Marc Dardenne said, according to a press release. “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.

Designed for the curious traveller with an intrepid spirit, who wants to experience a city like a resident, discover lesser-known neighbourhoods or uncover a different version of the city that they already know well, Zabeel House by Jumeirah is a place to immerse into the local neighbourhood or use as a great jumping off point to discover more in cities round the world.  Each hotel under the brand will have a price point, service attitude and fanatical attention to design to match this ethos.

Although Zabeel House by Jumeirah is a distinct and independent brand, the association with Jumeirah gives guests an assurance of relentless quality and commitment to excellence.  Jumeirah Group currently operates 19 Jumeirah branded hotels in Europe, the Middle East and Asia.