Like many other luxury hotel groups before it, Jumeirah Group hopes it can appeal to even more travelers with its newest brand.
Jumeirah’s decision to enter this space isn’t surprising, said Makarand Mody, assistant professor of hospitality marketing at the Boston University School of Hospitality Administration. “Lifestyle brands certainly represent the way forward for most hotel companies at the moment. Companies are launching these either as soft brand collections, or as organic brands like W was for Starwood. Consumers today have a strong desire for experiences, and the technological, social, and economic trends that lead to these desires certainly make lifestyle brands a must for most hotel companies going into the future.”Dr.