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Our Brand Story



Introducing the JUMEIRAH™ brand story and the experiences that differentiate our destinations.

Jumeirah Hotels, Resorts and Residences are regarded as among the most luxurious and innovative in the world and have won numerous international travel and tourism awards. The company was founded in 1997 with the aim to become a hospitality industry leader through establishing a world class portfolio of luxury hotels and resorts. Building on this success, in 2004 Jumeirah Group became a member of Dubai Holding - a collection of leading Dubai-based businesses and projects - in line with a new phase of growth and development for the Group.

The Story Of Our Brand 
JUMEIRAH™ is far from just another luxury hotel chain. Born in Dubai, it is the reason that the Emirate is considered a leader in imaginative and exhilarating experiences, pushing the boundaries of what you expect when you visit.

With our Hallmarks at our core, the thoughtful and generous service you will experience at JUMEIRAH™ celebrates the unique character of every guest through every place we operate in. And, when you have created the world’s most luxurious hotel through the Burj Al Arab Jumeirah, you simply think about things that others do not. This is what makes JUMEIRAH™ just that little more unique.

Within our DNA are the highest standards of truly Arabian hospitality, the tradition of welcoming guests like no other. We have used this to create the standards of service that have made Dubai exceptional in what it offers to visitors, and are now taking it to people all over the world.

No matter if you are experiencing our remarkable Burj Al Arab Jumeirah, the waterways of Madinat Jumeirah or the flavours of the honey we make on the roof in Jumeirah Frankfurt, you can be sure that your experience will be different – imaginative and exhilarating, culturally connected, thoughtful and generous.

Our Culture 

At JUMEIRAH™ our Hallmarks help define our culture. Our Hallmarks are the core of our service philosophy along with our promise of STAY DIFFERENT™.

Jumeirah Beacon Hallmark 1

I will always smile and greet our guests before they greet me.
Jumeirah Beacon Hallmark 2
My first response to a guest request will never be no.
Jumeirah Beacon Hallmark 3
I will treat all colleagues with respect and integrity.


Our colleagues, inspired by our three Hallmarks, are the foundation of our success and are at the heart of everything we do.

Our Brand Promise 
Everyone should be treated as an individual, and at JUMEIRAH™ we believe in creating unique individual experiences. This helps us achieve our brand promise of STAY DIFFERENT™.

We deliver Imaginative and Exhilarating experiences in Culturally Connected environments offering Thoughtful and Generous service.

These three Brand Pillars help bring our brand promise to life. They challenge us to provide experiences that support our guests’ individual desires and aspirations.

Imaginative & Exhilarating experiences
Culturally Connected environments
Thoughtful & Generous service

Imaginative & Exhilarating experiences 
It is our aim to create unforgettable moments, whether it is a once in a lifetime occasion or just an unexpected little detail. To us, every visit is an opportunity to inspire and excite.

Wedding at Burj Al Arab Jumeirah helipad

Burj Al Arab Jumeirah: Adventurous guests can get married on the helipad with breathtaking views of Dubai.
Madinat Jumeirah waterways

Madinat Jumeirah: Guests can explore 3km of waterways with surprises around every turn.
Honey on the rooftop of Jumeirah Frankfurt

Jumeirah Frankfurt: 40,000 bees on the rooftop provide honey for guests to enjoy throughout their stay.


Culturally Connected environments 
There is so much to explore in the world, be it art or architecture, food or music. So we have embraced the cultures where we are based, bringing the region’s richness, heritage and style into our hotels.

Jumeirah Himalayas Hotel lobby

Jumeirah Himalayas Hotel: Guests enjoy incense and tea ceremonies showcasing traditional Chinese art forms in the culturally inspired hotel lobby.


Thoughtful & Generous service 
Courteous. Considerate. Special. Surprising. Our team is made up of over 110 different nationalities, all with one shared goal: to make your JUMEIRAH™ experience wonderfully different.

Burj Al Arab Jumeirah Rolls Royce

Burj Al Arab Jumeirah: With an impressive eight colleagues to every suite, luxury is defined by the personalised service we offer to guests.
Jumeirah Creekside amenities trolley

Jumeirah Creekside Hotel: Guests have access to a complimentary selection of amenities offered via a trolley passing by their room.
Cadogan Garden at Jumeirah Carlton Tower

Jumeirah Carlton Tower: Guests are granted access to private and picturesque gardens in Central London.


Our Brand Differentiators
Introducing the three authentic points of difference for the JUMEIRAH™ brand, followed by our Hotels, Resorts and Residences worldwide.

Burj Al Arab Jumeirah
Burj Al Arab Jumeirah 

The world’s most luxurious hotel with international iconic status. The remarkable standards we created at the Burj Al Arab Jumeirah shape every JUMEIRAH™ experience.

Service philosophy
Service philosophy 

Our colleagues, inspired by our Hallmarks, are the foundation of everything we do. Our Hallmarks emphasise Jumeirah’s unique style. A style in which the hotel personality and character of individuals are encouraged to shine.

Arabian hospitality
Arabian hospitality 

Our heritage inspires the highest standards of thoughtful and generous Arabian hospitality - the tradition of welcoming guests like no other.

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