Jumeirah group keen on India, eyeing expansion in key markets: Linda Lewis

Jumeriah Group has been a trend-setter in the luxury space. Its dominance in the Dubai hospitality market has been enviable, to say the least. While its India foray has been anticipated for some time now, according to Linda Lewis, VP, Global Sales, the group is in consultations with several owners and developers to bring the luxury brand in the domestic market. In an exclusive interview, she opens up on several aspects of the group’s expansion plans, changing face of the Indian luxury travellers and a lot more. Excerpts:

Linda Lewis VP, Global Sales, Jumeirah Group
Linda Lewis
VP, Global Sales, Jumeirah Group

Jumeirah has been planning its foray in India for some time. We understand that India has been a difficult market for the group to operate in, in terms of time taken to finalise and execute projects, especially evident after delays with the Mumbai project. How is your India outreach happening now?

India is an important market for Jumeirah and one we’re increasingly focusing on now that our Asia Pacific pipeline is firmly established.  Jumeirah has ambitions to grow its portfolio and establishing a presence in India seems a natural next-step for expansion. India is a key source market into the UAE and with this in mind we want to ensure that we are securing all opportunities within India.  We are in discussions with a number of owners and developers right across India, including Mumbai, Goa, Benguluru and New Delhi. We are looking forward to bringing Jumeirah’s unique luxury hospitality to the people of India in their home market.

What is in the pipeline and has there been any visible change in terms of ease of doing business in India?

India has been one of the key markets for the brand. We recently appointed Blue Square Consultants to ensure we have coverage in the market to secure business from all segments such as: leisure, corporate and events including weddings. With this move we intend to create awareness and educate the travel trade industry on the various offerings.

Our immediate focus is to strengthen our relations with the trade with the help of our BSC team and reach out to the larger audience. Having our team based in India who understands the needs and trends in the market simplifies our process.  We are hoping to maximize our business in India with this new partnership.

Are you confident on the rate front? Most of Jumeirah’s key hotels are operating at rates upwards of 700 USD/Night in Dubai. Despite high occupancies, barring a handful of operators, big brands have found it difficult to demand such rates, even in busy markets like Mumbai and Delhi. How will the positioning happen and what is the desirable positioning for your brand in India?

When you have created Burj Al Arab Jumeirah, the world’s most luxurious hotel, you simply think about things differently. Established in Dubai, it is the reason that the Emirate is considered a leader in imaginative and exhilarating experiences, pushing the boundaries of what guests can expect when they visit. This is what makes Jumeirah just that little more unique and far from just another luxury hotel chain. Our hotels are regarded as among the most luxurious and innovative in the world and have won numerous international travel and tourism awards.

The thoughtful and generous service offered at our hotels celebrate the unique character of every guest through every place we operate in. Within our DNA are the highest standards of Arabian hospitality, the tradition of welcoming guests like no other. We have used this to create the standards of service that have made Dubai exceptional in what it offers to visitors, and we are now taking it to people all over the world.

No matter if you are experiencing our remarkable Burj Al Arab Jumeirah, the waterways of Madinat Jumeirah or the flavours of the honey we make on the roof in Jumeirah Frankfurt, you can be sure that your experience will be different – imaginative and exhilarating, culturally connected, thoughtful and generous.

We have some top brands, luxury players, home-grown and international, already in the Indian market, operating in a very competitive and dynamic market environment. What product differentiation is Jumeirah expected to provide to the Indian clientele? What would be the USP?

The definition of luxury travel has evolved over time; now it’s all about customised offerings. There has been a shift in values from material to experiential travel. The Indian traveller has turned preferential; chasing authentic experiences that can be shared across social media. No longer are they drawn by pretentious services, they want understated luxury and look for genuine experiences.  Just as every guest is different, so are our hotels and resorts. This is why Jumeirah’s STAY DIFFERENT™ brand promise is so relevant to how we honour the unique personalities of our properties while consistently delivering a memorable Jumeirah experience that is competitively superior and commercially successful.

At Jumeirah, we pride ourselves in delivering lasting, special memories through experiences, environments and superior service. We deliver our STAY DIFFERENT™ brand promise through imaginative and exhilarating experiences and create “culturally connected environments” for our guests. We also endeavour to deliver thoughtful and generous experiences as intuitive personalised service is of paramount importance to the Indian luxury traveller.

What is the future of luxury in India? Several industry insiders believe the real workhorse of the hospitality industry is expected to be the mid-segment. How do you see luxury segment evolving? What are some trends therein?

The definition of luxury travel has evolved over time; it’s all about customised offerings. There has been a shift in values from material to experiential travel. The Indian traveller has turned preferential; chasing authentic experiences.  They look for social media bragging rights. No longer are they drawn by pretentious services; they want understated luxury and look for genuine experiences.  The culinary experience is high on their list of special-interest themes, along with art and culture, off-the-beaten-track destinations, spectacular scenery and nature reserves. The increased money power shows the style with which they travel – be it spending on luxury goods, the mode of local travel or opting for fine dining restaurants.  They may spend lavishly, but they also like to know that they’re spending wisely. Intuitive personalised service is of paramount importance to the Indian luxury traveller.

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