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Jumeirah Skips Luxury in Favor of 'Upscale Casual' for New Brand

Andrew Sheivachman

Photo Credit: A promotional image from Zabeel House by Jumeirah. Jumeirah is looking to expand into the markets that don't fit for its traditional luxury brands. Zabeel House by Jumeirah

Skift Take

High-end luxury isn't for everyone, and it makes sense for Jumeirah to explore the upper midscale space; the upscale millennial travelers of today are the future luxury globetrotters of tomorrow.

Jumeirah Group is best known for five-star luxury hotel properties around the Middle East, Europe, and Asia. But as the number and types of brands available to consumers have exploded across the hospitality industry, Jumeirah is now looking to appeal to younger and less affluent travelers as well. Zabeel House by Jumeirah is being billed by the company as neither a lifestyle nor luxury brand; the properties are instead "upscale casual" with more of an informal atmosphere geared to aspi

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