Jumeirah Group, Dubai’s flagship luxury hospitality brand, has announced plans to open its first boutique-style hotel in the city with the launch of Jumeirah Asora Bay, scheduled for completion in 2029. Located on the exclusive peninsula of La Mer South, the new property will mark the brand’s 12th hotel in Dubai and signal a fresh chapter in Jumeirah’s evolution toward more intimate, design-led offerings.
The upcoming resort will feature 103 rooms and suites along with 20 private villas, all designed to offer panoramic views of the Arabian Gulf. Jumeirah Asora Bay will prioritize architectural innovation and curated experiences, reflecting the brand’s strategic pivot toward smaller-scale luxury properties with fewer than 150 keys.
Alongside the hotel, Jumeirah will launch Jumeirah Residences Asora Bay, a high-end residential development in partnership with Meraas. The project will include 29 exclusive residences, featuring four- to six-bedroom apartments, a seven-bedroom penthouse, and six oceanfront villas.
Thomas B. Meier, CEO of Jumeirah Group, described the new developments as representative of the brand’s future direction. “These exceptional properties represent the future of the Jumeirah brand, with distinctive and purposeful experiences shaped by intentional design, mindful living and holistic wellbeing,” he said.
The Asora Bay announcement follows a string of recent milestones for the group, including the March 2025 opening of Jumeirah Marsa Al Arab, a 386-room superyacht-inspired resort, and the December 2024 launch of Jumeirah Thanda Island, a private villa destination in Tanzania. Additional openings this year include Jumeirah The Red Sea in Saudi Arabia and Jumeirah Le Richemond Geneva in Switzerland.
As part of its ongoing brand segmentation, Jumeirah has divided its portfolio into four pillars: Jumeirah Hotels & Resorts, Jumeirah Icons (featuring landmark properties like Burj Al Arab), Jumeirah Privé (exclusive-use islands and estates), and Jumeirah Residences. The group is also set to unveil Jumeirah Residences Emirates Towers in Dubai’s financial district, offering 754 residential units with access to premium amenities including a co-working lounge, private cinema, and a podium pool terrace.
Jumeirah currently operates 31 properties globally, with its boutique and residential expansion underscoring a broader commitment to luxury personalization and modern Arabian hospitality.
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