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Jumeirah Group, a member of Dubai Holding, is set to launch a new, more casual brand, Zabeel House by Jumeirah. This is the second flag from the global hotel company, which already operates the luxury Stay Different brand.

The company said it has signed five management agreements for Zabeel House in the United Arab Emirates, Saudi Arabia and the United Kingdom, but did not disclose specific locales or a timetable for their openings.

In a press release, the hotelier said the new brand’s locales will be “high on design but low on complexity… offering brilliant basics and unexpected extras set in an upscale, casual environment. The core target market for the brand will be both business and leisure travelers who want a lively base from which to explore. Therefore, each property will be conveniently located to help guests experience the city they’re in.”

In the same statement, Marc Dardenne, Jumeirah Group’s chief operating officer, said the launch of Zabeel House by Jumeirah “is a significant milestone in achieving strategic expansion and provides an opportunity for Jumeirah Group to access new localities and destinations… The brand has broad appeal, and we are confident that owners will be very pleased with its commercial strengths—not least the endorsement that comes as being part of the Jumeirah family of brands.”

Jumeirah Group currently operates 19 branded hotels in Europe, the Middle East and Asia.

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