In line with many major hotel chains towards soft brands and organic collections, focusing on experiences, technology, and bowing to social and economic trends, Jumeirah Group is to launch its newest brand to combine lifestyle with being “millennial minded” in early 2018, with smaller rooms, high-touch high-technology, and a focus on strong food and beverage.

It allows the company to extend its reach in markets where it already has properties under the luxury Jumeirah name, and it is also considering debuting luxury tented camps in the near future.

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