Speaking to TTG at ILTM, Jumeirah Group chief executive Jose Silva said that “District” was the working, but not yet solidified, name for the new upscale lifestyle brand.
“Busy cities get so crowded, so hotels under this new brand will help people to explore secondary neighbourhoods of primary locations,” he explained. “That’s what people want these days, to get deeper into a place.”
There are seven new hotels due to open in 2019 under the main Jumeirah brand, including in Bali, Oman, Abu Dhabi and China, while London property the Carlton Tower is to undergo major work redoing the lobby and reducing the number of keys to add more suites.
