Dubai-based luxury hospitality company Jumeirah Group has plans to double its portfolio by 2030 as part of its Mission 2030 strategy.  

It currently has a strong presence in London, Capri, Mallorca, and Geneva and plans to acquire properties in other key cities of Europe while also exploring opportunities in the US.

The group wants to take advantage of the growth potential in the Asia Pacific market, to expand beyond its presence in China, Indonesia’s Bali, and the Maldives.

The strategy includes a renewed focus on providing distinct guest experiences and new ancillary businesses to align with its ultra luxury positioning in the industry.

Jumeirah Group CEO Katerina Giannouka said: “The luxury landscape continues to evolve in response to consumer demand, particularly from younger millennial and Gen Z audiences, and as a brand we need to continually innovate to stay relevant.

“Mission 2030 is a strategic plan that is designed to evolve the Jumeirah brand from a regional success story to a global leader in ultra luxury hospitality.

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“It focuses on four key areas – international expansion, brand and product development, operational excellence and ancillary business – with an overall aim to sustainably double the size of our portfolio by 2030 and enhance our brand experience to meet the diverse and evolving needs of our guests.”

Sustainability is a key aspect of the strategy, with focus on decarbonisation, and eco-conscious building design. It is also committed to robust governance on supply chain, diversity, and inclusion.

The company’s announcement comes a year after it acquired Le Richemond in Geneva, completed building residences at Jumeirah Marsa Al Arab in Dubai, opened Jumeirah Makkah in Saudi Arabia, and renovated Jumeirah Dar Al Masyaf, Jumeirah Mina A’Salam, and Malakiya Villas.

Next year, it plans to open the Jumeirah Marsa Al Arab in Dubai and Jumeirah The Red Sea in Saudi Arabia, and Le Richemond in Geneva after renovation.