Jumeirah boosts branded residence portfolio with new Emirates Towers project

Jumeirah has announced three new developments in Dubai, including a boutique hotel at La Mer South and two branded residential projects. Aligned with its Mission 2030 strategy, the expansion reinforces its focus on experiential luxury, branded residences, and boutique-scale properties. With this, Jumeirah strengthens its leadership in its home market and scales its footprint across lifestyle and mixed-use destinations.

Jumeirah, the luxury hospitality brand under Dubai Holding, has announced a strategic expansion of its footprint in its home market with three new projects in Dubai. The move reflects the group’s Mission 2030 strategy aimed at diversification, lifestyle-led development, and deepening its position in the luxury segment.

The new projects include Jumeirah Asora Bay, a boutique-style hotel and branded residence in La Mer South; Jumeirah Residences Asora Bay, developed in collaboration with Meraas; and Jumeirah Residences Emirates Towers, a high-rise residential concept set in Dubai’s central business district.

With 103 keys and 20 villas, Jumeirah Asora Bay will become part of the Jumeirah Hotels & Resorts portfolio. The project reflects a deliberate shift towards low-density, high-value properties, a strategy increasingly visible across the brand’s new international destinations including Geneva, Mallorca, and Capri. The adjacent residences will offer 29 ultra-luxury homes including ocean villas and penthouses with panoramic views.

Simultaneously, Jumeirah Residences Emirates Towers will add 754 residential units with extensive lifestyle offerings such as padel courts, co-working lounges, and wellness studios—catering to Dubai’s rising demand for branded city living.

“This expansion reflects the future of the Jumeirah brand—rooted in intentional design, mindful living and holistic wellbeing,” said Thomas B. Meier, CEO of Jumeirah. “Maintaining our leadership position in Dubai is essential as we work towards doubling our global footprint.”

The developments are being supported by Meraas, part of Dubai Holding Real Estate. Khalid Al Malik, CEO, noted, “These residences represent a new standard for branded living, combining thoughtful design with Jumeirah’s hospitality DNA to deliver an elevated urban lifestyle.”

The latest developments are also part of a broader repositioning of the Jumeirah portfolio into four segments: Jumeirah Icons, Jumeirah Privé, Jumeirah Hotels & Resorts, and Jumeirah Residences. This structured segmentation is intended to guide the group’s international growth and support mixed-use destination development.

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