Jumeirah Group is best known for five-star luxury hotel properties around the Middle East, Europe, and Asia, but is now looking to appeal to younger and less affluent travellers, often millennials. Its new brand, Zabeel House by Jumeirah, is described as offering a more informal atmosphere geared to aspirational and experience-focused travellers, creating an “upscale, casual environment” that is “high on design but low on complexity”.

The company has signed management contracts in Saudi Arabia, the United Arab Emirates, and the UK, and cities that aren’t suitable for the company’s traditional luxury hotels will be prime locations for the new brand.

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