FEATURES - CURRENT FEATURES - APR 12 - JUMEIRAH GROUP

Regarded as one of the most luxurious and innovative hoteliers in the world, Jumeirah Group continues to lead the world in terms of standards and the guest experience. RLI talks to CEO Guy Crawford to learn the secret of his company’s success.

At the beginning of 2011, Jumeirah Group, with its world-class portfolio of 17 hotels and resorts, was operating ten five-star luxury hotels and resorts. By the end of 2012 the company aims to have over 22 hotels under management, in essence doubling its number of hotels and almost quadrupling the number of countries in which it operates.

This growth of its portfolio is matched by the growth in Jumeirah’s business performance, which has enjoyed year-on-year growth, both in terms of revenue and profitability – a testament to the work put in by the company’s 12,000 employees around the world and the loyalty of its customers, says CEO Guy Crawford.



“As part of our brand promise to ‘Stay Different’, we work closely with the people who design our hotels to ensure that they are closely aligned to their environment,” he explains. “For example, Jumeirah Frankfurt is a German hotel – its staff are predominantly German, the original artwork that features in every room and all public spaces is by a renowned German artist.”

The elegantly designed and perfectly positioned Jumeirah Frankfurt is one of the company’s most recent openings and is situated in the heart of the financial capital of Germany. Its hotel’s strikingly modern exterior and classic contemporary interior sets the standard for a new luxury experience among Germany’s finest hotels.



Another recent hotel is Jumeirah at Etihad Towers which enjoys an ideal location in the heart of Abu Dhabi and offers refined luxury surrounds, quality design, a state-of-the-art Conference Centre, fine interior craftsmanship, genuine hospitality and fine dining, whilst two new hotels in the Maldives – Jumeirah Dhevanafushi and Jumeirah Vittaveli – are stunning examples of luxury island living, with over-water villas and superlative service.

Jumeirah Group’s flagship property will always be Burj Al Arab ‘the most luxurious hotel in the world’. Designed to resemble the billowing sail of an Arabian dhow, the hotel soars to a height of 321m, dominating the Dubai coastline. Regarded as one of the world’s true architectural icons, Burj Al Arab epitomises outstanding personalised service and is dedicated to surpassing guest expectations by providing the ultimate Arabian hospitality experience.




“As a premium luxury hotel brand, we have the opportunity to expand into key markets. Our strategy is to grow our presence in regions that offer superior returns, additional brand value and the most intelligent use of our resources,” explains Crawford. “Our focus is on developing a presence in key destinations, especially in the Middle East and Asia regions, and we continue to secure management contracts in Europe.”

In the next 4-5 years, Jumeirah anticipates the opening of new hotels in Dubai, Egypt, Jordan, Kuwait, Qatar, China, Indonesia, Thailand, Baku, Morocco, Mallorca and the West Indies.



For the full article, please see the April 2012 issue.

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