Dubai-based luxury hotel firm Jumeirah Group has launched a new hotel brand: Zabeel House by Jumeirah.
The hotels will be based in "lively" city neighbourhoods, targeting both business and leisure travellers, and offer an "upscale, casual environment" that is "high on design but low on complexity".
The group said five management agreements have already been signed in the UK, United Arab Emirates and Saudi Arabia.
Jumeirah Group chief operating officer Marc Dardenne said: "Zabeel House by Jumeirah is for the traveller who wants to enjoy our award-winning hospitality but experience it in a more relaxed and casual setting."
The hotels will also reflect their locations, featuring details and design relevant to each neighbourhood.
A member of Dubai Holding, Jumeirah Group operates 19 Jumeirah-branded hotels in Europe, the Middle East and Asia, including the flagship Burj Al Arab Jumeirah in Dubai. In the UK, the group operates the Jumeirah Carlton Tower, Jumeirah Lowndes hotel and Grosvenor House Suites in London.
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