Dubai's Jumeirah hotel group plans to launch its third brand and double the number of hotels.
Jose Silva, executive director of the Jumeirah hotel group from Dubai, said that Jumeirah is going to launch another brand in addition to its main brand Jumeirah and the recently introduced Zabeel House.
Now the company is moving to the next stage in its expansion strategy and focuses on global markets, while still giving preference to the UAE.
The third brand is likely to be "ultra-luxurious," according to Silva. At the same time, he referred to the experience of the company with the world famous Burj Al Arab. Given its exclusivity, Silva explained that there can only be 12 such hotels in the world.
Silva said that expansion through the acquisition of other facilities and brands is not considered - only exclusive developments.
He said the company will open another 15 hotels worldwide in the next five years, including six new properties in Europe and six in China.
"I think that in 10 years we will have 50 hotels around the world, including in the USA," he said.
"We are loved by the people of China, Russia, the UK, and this gives us great potential for expansion at the international level," said Silva.
According to him, Jumeirah intends in the near future to compete with the top five brands in the world. In many ways, the company relies on its staff to achieve this goal. Most recently, the group announced the appointment of Michael Ellis, the former Michelin Red Guide international director, as culinary director of the Jumeirah Group.
