Luxury Hotelier Jumeirah to Launch Neighborhood-Friendly Brand in 2019
Skift Take
And not only that, but it's also jumping on the luxury soft brand collection bandwagon, too.
Dubai-based luxury hotelier Jumeirah Group is launching a new brand less than a year after it introduced a more affordable and value-driven lifestyle brand called Zabeel House by Jumeirah.
By the fourth quarter of 2019, Jumeirah plans to unveil the first property of its newest lifestyle brand in Shoreditch, London, where it just recently opened a new Zabeel House by Jumeirah property.
The new upper upscale lifestyle brand, which doesn't have an official name just yet, is being piloted under the name "District," Jumeirah Group CEO Jose Silva told Skift on Tuesday at the International Luxury Travel Market (ILTM) conference in Cannes, France. District, however, is not the finalized or official name for the new brand.
The decision to launch District, Silva said, was driven by an acknowledgement that tourism continues to grow, and that "the secondary districts, or neighborhoods, for discovery will be the future of the travel industry." For London, he said, that district is Shoreditch, which "the 21st century consumer wants."
"They want engagement with the local community," Silva explained. "That traveler doesn't want to visit another Louis Vuitton store. It's about having mor
