Jumeirah Group’s New Zabeel House Brand Aims for Local Feel

Luxury hotel company Jumeirah Group has launched a new hotel brand aimed at spotlighting design and a local feel: Zabeel House by Jumeirah. Zabeel House marks the second brand from Jumeirah Group, which already operates the Stay Different brand.

Jumeirah Group said that it created Zabeel House in response to the continuing and growing travel trend of exploration and enrichment through travel experiences. The brand will aim to appeal to this segment of travelers, who want to connect meaningfully with their travel destinations, across a broad range of demographics.

Jumeirah Group has signed five management agreements for Zabeel House hotels in the United Arab Emirates, Saudi Arabia and the UK, with a number of others under discussion, with a focus on locations at the heart of interesting and exciting neighborhoods. The design-focused hotels will aim for an upscale, casual feel, targeting both business and leisure travelers who want a lively base from which to explore the surrounding area.

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The core design ethos of Zabeel House hotels will aim to spotlight the uniqueness of each individual neighborhood. Each property will include an element of bespoke design, as well as unique features and architectural details. Zabeel House will be positioned as an upscale hotel brand, but with no reference to a particular hospitality category.

While Jumeirah Group noted that the new brand will target travelers in all demographics interested in living like a local, the neighborhood-focused Zabeel House is the latest in a spate of new boutique hotel brands in recent years that target Millennial travelers looking for something more unique than a traditional hotel experience. Brands like Moxy Hotels by Marriott International, Vib, GLo, Even Hotels by IHG, and Hilton’s Canopy and Curio brands, have all emerged over the past few years as “live like a local” travel experiences like Airbnb gained in popularity. Two of the brands, Reverb by Hard Rock and Hotel RL by Red Lion Hotels Corporation, were even engaged in a lawsuit alleging that Reverb had copied brand plans for Hotel RL. That lawsuit was resolved just this past year.

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