Jumeirah Group has announced the launch a new hotel brand Zabeel House by Jumeirah.
This second brand from Jumeirah Group, which already operates the Stay Different brand, has been created in response to the growing travel trend for exploration and enrichment through travel experiences.
With five management agreements already signed in the UAE, Saudi Arabia and United Kingdom, and a number under discussion, Jumeirah Group said it is creating an "eclectic collection" of hotels under the Zabeel House by Jumeirah brand, with a focus on locations at the heart of interesting and exciting neighbourhoods.
The operator said in a statement that hotels under the new brand will offer "brilliant basics and unexpected extras set in an upscale, casual environment".
The core target market for the brand will be both business and leisure travellers who want a lively base from which to explore.
Jumeirah Group chief operating officer, Marc Dardenne, said: “The launch of Zabeel House by Jumeirah is a significant milestone in achieving strategic expansion and provides an opportunity for Jumeirah Group to access new localities and destinations.
"Zabeel House by Jumeirah is for the traveller who wants to enjoy our award winning hospitality, but experience it in a more relaxed and casual setting. The brand has broad appeal, and we are confident that owners will be very pleased with its commercial strengths.”
Jumeirah Group currently operates 19 Jumeirah branded hotels in Europe, the Middle East and Asia.