As the global economy recovers, hotel chains continue to look for creative ways to stand out. It isn’t enough to provide a comfortable bed in a clean room nowadays. Hotels need to appeal to a traveler’s lifestyle and offer something unique that makes a stay memorable, whether the individual is traveling for business or pleasure. That’s why Jumeirah Group, a luxury hotel chain based in Dubai, is launching a new hotel brand called VENU Hotels later this year. In announcing the brand extension, Jumeirah calls VENU Hotels a “contemporary lifestyle five-star hotel brand” that will express “the local soul for those who seek a sophisticated immersion in the destination.” In recent years, hotels chains have trended towards lifestyle brands.
Jumeirah Group’s First VENU Hotel Slated For Shanghai – Luxury Hotel To Be Co-Managed With Shanghai Zendai Group
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In 2004, InterContinental Group launched Hotel Indigo, which InterContinental says was the industry’s first branded boutique hotel. Hotel Indigo currently has a portfolio of 33 hotels with 53 in the pipeline. In 2005, Starwood Hotels countered with aloft Hotels. More recently, Marriott signed a deal with hotel designer Ian Schrager to create Edition hotels. Marriott says it will open as many as 100 Edition hotels in “24-hour gateway cities throughout North and South America, Europe and Asia.” Jumeirah Group, founded in 1997, operates the Burj Al Arab in Dubai, the Jumeirah Carlton Tower and Jumeirah Lowndes Hotel in London, and the Jumeirah Essex House in New York. Likely locations for its new VENU Hotels will be in the Middle East, Northern Africa, Eastern Europe, and Asia-Pacific.