Today, Jumeirah unveils its new brand identity marking a key milestone in its growth strategy to double the size of the portfolio by 2030. The new visual identity is the first stage in a journey of brand evolution designed to inspire a new perspective of luxury for discerning travellers. Building on its origins and reputation for generous hospitality, the move will see Jumeirah reaffirm its position as an industry pioneer, with curated experiences that shape perceptions and trends.