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"Mission 2030," aims to position Jumeirah as a global leader in ultra-luxury hospitality

Jumeirah Group Unveils Ambitious Expansion Plans by 2030

Jumeirah Group Unveils Ambitious Expansion Plans by 2030

Luxury hotel chain Jumeirah Group, a member of Dubai Holding, announced its intentions to double its portfolio size by 2030, eyeing opportunities in the U.S., Europe, and the Asia-Pacific region.

CEO Katerina Giannouka emphasized that this expansion drive responds to evolving luxury consumer demands, especially among millennial and Gen Z travelers. Additionally, Jumeirah plans a “brand evolution” in 2024, integrating wellness more comprehensively into the guest experience.

This growth strategy, termed “Mission 2030,” aims to position Jumeirah as a global leader in ultra-luxury hospitality. Giannouka highlighted four key areas of focus: international expansion, brand and product development, operational excellence, and ancillary business.

In line with its forthcoming brand evolution, Jumeirah will introduce a reimagined family experience emphasizing education, self-discovery, environmental stewardship, cultural immersion, and the arts.

Sustainability stands as a core pillar of Mission 2030, with plans to decarbonize operations and implement eco-conscious building designs in upcoming locations.

Jumeirah Group currently manages 26 luxury properties worldwide, encompassing over 6,500 rooms, with its flagship hotel being the iconic Burj Al Arab in Dubai.

The global luxury hotel industry is witnessing significant expansion, with Marriott International projecting a 38% increase in global wealth by 2027. In response, hotel chains like Hyatt Hotels Corporation and InterContinental are also ramping up their luxury offerings.

Research from Morning Consult indicates a shift in the definition of luxury, with travelers prioritizing comfort and relaxation over traditional high-end indulgences.