Skift Take
Brand proliferation continues, but we wonder: Will there be a point where there are simply just too many hotel brands out there? Or have we already reached it?
Like many other luxury hotel groups before it, Jumeirah Group hopes it can appeal to even more travelers with its newest brand — one that will be “lifestyle” and “millennial minded,” said interim CEO Marc Dardenne.
Speaking to Skift at the International Luxury Travel Mart in Cannes, France, Dardenne said the new brand will launch in early 2018 and will “have smaller rooms” but will be located in key areas and retain a focus on strong food and beverage. He added that the new brand, which has yet to be fully revealed, has three to five projects already signed on.
The desire to launch a secondary brand for the 20-year-old company, Dardenne said, was driven by the fact that it allows the company to extend its reach in markets where it already has properties under the luxury Jumeirah name — an argument that many hotel companies have used to launch new brands.
Other luxury hotel groups that have done similar brand launches include Trump Hotels and its new Scion brand, Capella Hotels and Solis, and Langham and Langham Place, for example
