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Jumeirah launches new lifestyle brand as occupancy on their Dubai hotels soar

Due to a strong growth being reported in the sale of guest rooms at their Dubai hotels, the luxury group of Jumeirah Hotels and Resorts have announced the creation of a new lifestyle brand of hotels to be formally launched by late 2010.

Jumeirah launches new lifestyle brand as occupancy on their Dubai hotels soar

The luxury brand of Jumeirah hotels has recently reported a strong growth in sales, which has been fuelled mainly by the increasing occupancy rates it experienced on its Dubai hotels this year. Making the most of the big momentum, the group has also unveiled plans to launch a new lifestyle brand later in 2010 which will go under the name of VENU Hotels, marking a new era for the hotelier, which gave its first steps in the Dubai holidays market.

Jumeirah’s beachfront properties, which offer luxury Dubai holidays in premium locations – including the Burj al Arab, Jumeirah Beach Hotel and the Madinat Jumeirah – registered an unprecedented occupancy level of 92.5 % in April and an average of 89 % during February and March.

Such strength in the Dubai holidays market was particularly encouraging for the group, with the Jumeirah Emirates Towers hotel hitting the 75 % mark on occupancy levels for the February-March 2010 period.

“The high occupancy rates recorded at our hotels confirms that Dubai has maintained and consolidated its place as the preferred destination for discerning travellers.” - said Gerald Lawless, Executive Chairman of Jumeirah Group.

Another arena in which the Jumeirah group also did particularly well was at last year’s World Travel Awards, walking away with the title of “Middle East’s Leading Luxury Brand”, while their Jumeirah Emirates Towers hotel picked up the “Middle East’s Leading Business Hotel”. If all this wasn’t enough, at the WTA Grand Final in London last November, the Burj al Arab won the blue ribband category as the “World’s Leading Hotel”.

But Jumeirah’s excellent performance is not limited to its operations on the Dubai holidays market. The Jumeirah’s Essex House in New York has secured average occupancy rates of 85 % during April, while its London properties – Jumeirah Carlton Towers and Jumeirah Lowndes Hotel – showed a similar strength during the same period.

Regarding the new lifestyle brand of VENU Hotels Mr Lawless added - “VENU Hotels will, when launched, fulfil a clear market need and one that is highly complementary to the Jumeirah Hotels and Resorts brand. We are looking forward to a busy and exciting period opening new hotels, attracting new guests and introducing a new hotel brand concept to the world.”

Jumeirah’s new contemporary brand will be formally launched by the end of this year as a key element in the group's global expansion programme, which includes a goal of opening 30 new hotels worldwide by 2013.

While the company has yet to confirm the locations of its first set of VENU hotels, it says it is in advanced negotiations with developers interested in opening VENU branded hotels in the Middle East, Northern Africa, Eastern Europe and Asia-Pacific.

Founded in 1997 with the aim of becoming a leading hotelier in the hospitality industry through establishing a world class portfolio of elegant hotels and resorts to offer luxury holidays for the discernign traveller; Jumeirah expects to open at least 10 new hotels within the next 18 months including Jumeirah Frankfurt, Jumeirah Messilah Beach in Kuwait, two new the Maldives hotels as they enter the Maldives holidays market, a further Jumeirah Etihad Towers in Abu Dhabi, as well as properties in Al Ain, Shanghai and more Dubai hotels, staying loyal to their Dubai roots serving the always lucrative Dubai holidays sector.

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