Dubai Holding subsidiary Jumeirah Group launched a new brand in Zabeel House by Jumeirah. The global hotel company developed its second upscale brand in response to the growing tourist demand for unique travel experiences.

Jumeirah already signed five management deals in the UAE, Kingdom of Saudi Arabia and UK as it negotiates several more hotels under the Zabeel House by Jumeirah brand. The group aims to focus on targeting both business and leisure travelers, with plans to open or close within major cities.

“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," Marc Dardenne, COO of Jumeirah Group, said in a statement.

The new brand's hotels will join the group's Burj Al Arab Jumeirah, Jumeirah Beach Hotel, Jumeirah Creekside Hotel, Jumeirah Emirates Tower, Madinat Jumeirah, Jumeirah Zabeel Saray and Jumeirah Living at World Trade Center in Dubai, as well as the Jumeirah at Etihad Towers and Jumeirah at Etihad Towers Residences in Abu Dhabi, and Jumeirah Carlton Tower, Jumeirah Lowndes Hotel and Grosvenor House Suites by Jumeirah Living in London.

The new Zabeel Houses are set to have their own unique styles that reflect the cities they are developed in. Jumeirah plans to avoid standardizing a single design style for Zabeel Houses to align with its track to capitalize on this growing traveler trend. This attention to experiences will also be seen in the new hotels' service and price points. 

The brand's parent company Jumeirah Group currently operates 19 Jumeirah branded hotels and resorts in Europe, the Middle East and Asia, including Burj Al Arab Jumeirah. Jumeirah Hotels & Resorts manages the group's properties in Dubai, Abu Dhabi, UAE and Kuwait in the Middle East, Frankfurt, London and Mallorca, Spain in Europe and the Maldives and Shanghai in Asia. The group's hotel development pipeline has several hotel projects planned for the UAE, Bahrain, Indonesia, China, Oman, Jordan, Malaysia and the Kingdom of Saudi Arabia.

Jumeirah Group also has a portfolio of serviced residences operating under the Jumeirah Living brand with properties in London and Dubai, the wellness brand Talise, food and beverage outlets operating under the Jumeirah Restaurant Group Dubai, Wild Wadi Waterpark, The Emirates Academy of Hospitality Management, a global loyalty program Jumeirah Sirius and an app-based rewards program Isme by Jumeirah in the UAE.