We undertook a rigorous brand health check exercise to ensure that the brand positioning, assets and experience was best set up to facilitate the next stage of prosperity for the group.
Jumeirah Hotels and Resorts is a successful business that has achieved an enviable position over the last 21 years and had sights set on continued expansion of strategic disciplines and geographic footprint. We helped Jumeirah by exploring the strength of the STAY DIFFERENT™ brand promise by running focus groups, surveys, research and analysis. In turn this helped Jumeirah re-define its positioning in the world today.
Jumeirah created its own conversation, set its own standards, shaped its own category, spoke its own language, and was about why, rather than what
Jumeirah Hotels and Resorts is now a well-established luxury hotel company, which has had a distinct impact on the global hospitality market for the past two decades. Jumeirah has transformed the way that luxury is defined as exemplified by its flagship hotel, Burj Al Arab Jumeirah and many more.