Jumeirah group: stay different
Alice Royton, the Director of Branding for Jumeirah Group was discussing her forward looking plans with the Executive Chairman of the Jumeirah Group. 2010-2011 was a challenging year for the region with the global financial crisis and the Arab Spring. Despite all of this Jumeirah's extensive international expansion plans to grow its portfolio of luxury hotels and resorts into key gateway cities and aspirational resort destination was on track. Jumeirah's portfolio of 10 properties was tripling in the next five years making it closer to realize its vision as one of the top luxury brands of the world. For Alice, the dilemma was how to maintain the thrust forwards and keep brand synergy especially as Jumeirah was entering into a very competitive arena in the international market place.