by Cheryl-Anne Sturken | January 24, 2018
Jumeirah Group, the Dubai-based luxury hotel company, has finally taken the veil off the name of its new lifestyle brand, which it announced back in late 2017. And, according to Jumeirah, Zabeel House by Jumeirah, the company's second brand, has strong appeal with developers, given that it already has signed five management agreements in the UAE, Saudi Arabia and the United Kingdom. 
In a statement announcing the brand, Marc Dardenne, Jumeirah Group's COO, said, "The launch of Zabeel House by Jumeirah is a significant milestone in achieving strategic expansion, and provides an opportunity for Jumeirah Group to access new localities and destinations. Zabeel House by Jumeirah is for the traveler who wants to enjoy our award-winning hospitality, but experience it in a more relaxed and casual setting. The brand has broad appeal, and we are confident that owners will be very pleased with its commercial strengths."
Jumeirah Group currently operates 19 Jumeirah-branded hotels in Europe, the Middle East and Asia. This new brand, according to the company, will be an eclectic collection of hotels, designed to appeal to both business and leisure travelers. The company is looking to place the properties in urban neighborhoods; they will feature an upscale yet casual design that embraces the uniqueness of each location.