Jumeirah Emirates Towers
Dubai’s unique appeal for Indian travellers
Dubai has long held a unique appeal for Indian travellers, and for good reason: it feels like an extended part of India itself. Year after year, Dubai witnesses a remarkable growth in visitors from India, driven by a changing mindset that values experiences over mere savings. Reflecting on this shift, travellers are now more focused on collecting memories, and Dubai, with its seamless connectivity and cultural familiarity, stands as a top choice.
"Dubai is like an extended city for India," shares Kirti Anchan, General Manager of Jumeirah Twin Towers Dubai. “We're seeing exponential growth from India every year.” Jumeirah has been proactive in building on this connection, recognising the vast potential of the Indian market and frequently engaging with Indian partners to foster a deeper relationship. The brand’s ongoing mission is to not just maintain but grow its presence in India, continuously promoting new and evolving hospitality offerings.
What’s new at Jumeirah?
The company is thrilled to be expanding with a host of new properties. Among these, Jumeirah Marsa Al Arab is expected to open in the first quarter of next year, with another breathtaking property to debut at the Red Sea. "It's an exciting time for us," Anchan remarks, hinting at even more ambitious expansions in the pipeline.
Back at home, Jumeirah Twin Towers Dubai is undergoing continuous refurbishment, with the pool and gym areas currently receiving updates. This effort underpins the importance of maintaining a fresh appeal for guests, especially as repeat visitors make up 40 per cent of the guest base.
Royal Suite - Living Room
Celebrating 25 years of iconic branding
With Jumeirah turning 25 on November 1, the brand is set to refresh its look for the next 25 years. This rebranding represents more than just a new logo—it’s about redefining the Jumeirah experience for the future. "Our aim is to double our portfolio in the next seven years," Anchan shares, underscoring the brand’s forward-thinking vision.
A culture of inclusivity
Inclusivity is at the heart of Jumeirah’s workforce ethos, especially at the Jumeirah Twin Towers Dubai, where 52 nationalities are represented. To celebrate, Jumeirah holds an annual “Spirit of Jumeirah” week, where team members showcase their cultural heritage through a fashion show. Beyond cultural diversity, the hotel is focused on empowering employees of all abilities and fostering gender balance. Currently, women make up 32 per cent of the workforce, and this figure is set to grow.
Jumeirah Emirates Towers with Museum of Future
Dubai as a year-round destination
With a nine per cent increase in tourists in the first half of 2024, Dubai is solidifying its position as a year-round destination. "Even during the warmer months, we maintain a 55-60 per cent occupancy rate," shares Anchan, noting that the rest of the year sees occupancy levels close to 90 per cent. Events like GITEX, which draws over 180,000 attendees, continue to fuel demand across all segments, from leisure to corporate and MICE (Meetings, Incentives, Conferences, and Exhibitions).
Marketing focussed on guest satisfaction
While digital marketing remains essential, Jumeirah Twin Towers Dubai believes that nothing is more powerful than word of mouth. "40 per cent of our guests are repeat visitors," Anchan highlights. This emphasis on guest satisfaction is what Jumeirah calls “luxury without asking”—a service model where preferences are anticipated, not just met. “Convenience is key, and it’s all about delivering what guests need without them even asking.”
Distinctive offerings across Jumeirah properties
From architecture to amenities, each Jumeirah hotel is unique. The properties vary in size and style, from high-rise towers to low-rise resorts, and offer a mix of banquet facilities, restaurants, and spas. With this diversity, Jumeirah ensures it can cater to leisure, corporate, and large-scale events. "We’re a destination within a destination," Anchan notes.
Presidential Suite Louis Bedroom
AI integration in hospitality
Jumeirah is also embracing Artificial Intelligence to enhance convenience for guests and efficiency for staff. From online check-in to automated reservation systems, the brand has implemented several AI-based solutions over the past year. "60 per cent of our reservations are now managed by AI with a human touch, and we’re exploring more innovative applications," Anchan adds.
Looking forward
As 2024 comes to a close, Jumeirah expects sustained growth and positive momentum into the next year. The team remains optimistic, supported by Dubai’s growing popularity and a series of product enhancements to keep the brand competitive. "We’re excited for what’s next, both for Jumeirah and for Dubai as a destination," Anchan concludes.
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