We have welcomed Michael Grieve as Chief Brand Officer to help write the next chapter of our story. Having worked with the teams behind some of the world’s most aspirational brands including Nike, BMW, Adidas and Gucci, we were excited to sit down with Michael to discuss his vision for creating a life well led for our guests around the world.

What makes Jumeirah such an interesting brand to work with?

Throughout my career, I’ve had the privilege of working with some of the world’s most iconic brands. What fascinates me is how brands work, how intangible ideas can have such a profound influence over the communities that follow them – I like to understand what drives that obsession and affinity for a brand.

Our guests travel from all over the world to stay with us, so I’m curious not only to understand that emotional connection but to challenge myself to see just how far Jumeirah can touch our guests’ lives, beyond what the traditional connotation of hospitality is.

When I look at the luxury landscape today, we can simplify it as Hard Luxury, Soft Luxury and Hospitality. That’s where Jumeirah comes in. What we’re witnessing now is the convergence of these three categories, and I believe Jumeirah has the potential to stand out by leading and influencing how luxury experiences are defined. Let’s not forget, Jumeirah changed the face of luxury hospitality with Jumeirah Burj Al Arab back in 1999, and this transformative spirit is what attracted me to join Jumeirah. My goal now is to realise Jumeirah’s potential as the most influential hospitality brand in the world.

Jumeirah is a renowned brand in the luxury hospitality space. What excites you most about the brand’s new visual identity?

Yes it’s true. When Jumeirah opened the doors to Jumeirah Burj Al Arab, the world woke up to a new perspective of luxury hospitality.

The new brand identity is our first step in a more ambitious journey to once again shape how people perceive luxury, where we intend to shift the focus from the tangible to the intangible.

The new visual identity marries the traditions of our Arabian heritage with an aspiration for our future. It represents the values of our brand that speaks to a deeper and more meaningful connection with our guests. In a world where change is constant and competition fierce, Jumeirah's decision to revisit its roots of Arabian hospitality is both refreshing and strategic.

However, this visual transformation is more than just a surface-level change; it represents our dedication to authenticity, bringing purpose and meaning to every guest experience. I see Jumeirah being a majlis of global culture, conversation and connection. This creative territory that we will explore will add value and support our positioning as a brand of influence, and it’s this concept that we will take to the world.

Which new destination are you most excited about exploring with Jumeirah?

The prospect of new destinations is exciting, not only for us but for all our guests. They love to hear of new hotels being added to our portfolio. It’s just another opportunity for them to discover the world with us by their side. Every destination, or neighbourhood we choose for Jumeirah, will be designed to inspire.

We are actively looking at international destinations where we currently don’t have a presence. Some of those are key gateway cities, others are immersive resort destinations. We are being very selective when it comes to our new signings.

Existing hotels in the pipeline include Jumeirah Marsa Al Arab in Dubai, Jumeirah Le Richemond in Geneva and Jumeirah Red Sea in Saudi Arabia. Jumeirah Red Sea promises to be a unique experience infused with natural beauty and exploration, all set against the breathtaking backdrop of the Red Sea's crystal-clear waters and vibrant coral reefs. I can’t wait for our guests to experience it.

Can you tell us more about the upcoming Jumeirah Marsa Al Arab in Dubai?

Jumeirah Marsa Al Arab is a statement in itself amid an already impressive resort portfolio across that beachfront. Our 2km private beachfront in Dubai is now home to Jumeirah Burj Al Arab, Jumeirah Al Naseem, Jumeirah Al Qasr, Jumeirah Dar Al Masyaf, Jumeirah Mina Al Salam and Jumeirah Beach Hotel, each offering exceptional dining and lifestyle experiences for our guests and our community.

Jumeirah Marsa Al Arab will be the first iteration of our new brand expression, showcasing the shift in value creation we are looking to bring to the guest experience. This flagship property will feature new programming around arts and culture, as well as partnerships that align with our brand vision. Guests can also expect to see new brand rituals and touchpoints throughout their stay, reinforcing the essence of Arabian hospitality that is at the core of the Jumeirah brand. These carefully curated elements will create a sense of continuity and connection across our portfolio, while still allowing each property to express its unique character and location.

What role do you see innovation playing in Jumeirah’s future success?

I believe that innovation is essential to deliver on curating a hyper personalised guest experience, but innovation doesn’t just mean technology. Innovation is using our curiosity, creativity and intention to drive value creation for our community, changing how we define luxury and how we experience it. This is part and parcel of being a brand of influence.

How do you plan to make your guest experience memorable?

I believe it’s all about simplicity and focusing on the core of what makes an experience meaningful. Being generous with our time and bringing authenticity to our approach, ensuring that the experiences we curate for our guests are entirely relevant to them. We need to know our guests better than they do, to be able to anticipate their needs or to surprise and impress them. This is how we build deeper connections and leave a lasting impression.

When I look at the hospitality sector in general, we are just scratching the surface of what the experiential offering can look like and I intend to really challenge Jumeirah in this space.

What can we look forward to next?

As we write the next chapter of our story, the guest will continue to be at the heart of everything we do. Jumeirah will be the destination of choice for tastemakers, curating conversation, and connection around the world, as we design distinctive and purposeful moments that bring a new perspective on luxury and set us apart as we grow our presence across the globe.

This means elevated programming of highly curated, culturally attuned experiences. It’s about destinations rather than properties, cultural refinement rather than opulence. It’s about creating a sense of place and purpose that extends beyond the walls of the hotel, inviting guests to engage with the destination and its community in meaningful ways – less about the physical, more about establishing a deeper conversation and connection with our guests.

As our new chapter unfolds, exciting new adventures await across our portfolio, and we invite you to join us in delighting in the beauty of a life well led.

Explore some of the world’s most inspiring destinations and create long-lasting memories with Jumeirah.