São Paulo – Jumeirah hotels and resorts, headquartered in Dubai, in the United Arab Emirates, is eyeing the potential of the Brazilian tourist sector. Executives in the group, famous for the most luxurious and innovative hotels in the world, are in Brazil to promote the chain’s portfolio among travel agencies that work with luxury tourism. The group, which manages nine hotels in Dubai, two in London and one in New York, plans to manage 60 new hotels in several parts by 2012 and is studying the possibility of investing in Brazil.
"Brazil is a very strong market. Several Brazilian (travel) agents already work with us and we also know the potential of local tourism. The group’s hotels are unique in style and architecture, which demands much study and planning, but we are going to evaluate the possibility of investing in a resort or business hotel in São Paulo," said on Thursday (28) the vice president of operations for the Americas, Gary Schweikert, during a breakfast at restaurant A Figueira. The event brought together 150 people, including journalists and agents who work with luxury tourism.
Up to the moment, the only project forecasted for South America is Jumeirah Culu Culu Polo Resort, in Argentina. The group only manages the hotels, not building them, and the premises belong to third parties.
Schweikert also said that the number of Brazilians circulating in the unit in New York, where the only Jumeirah hotel in the Americas may be found, and in the London hotels is very large. According to him, in recent years, thanks to the partnership with Emirates, travelling to Dubai has become very easy for Brazilians. "We know that there has been significant expansion in the number of Brazilians travelling on tourism and business, with long stays at hotels, using hotel facilities, like restaurants. We want them to learn about our personalized service," he pointed out. "We are here because Brazil is a very important market for the group," he finished off.
Jose Montoya, the company sales director in New York, talked to the agents about the importance of the ‘stay different’ concept, used by the group and which, according to him, does not sell seats or hotel stays, but experiences and emotion. "At Jumeirah we have a hospitality academy. Each guest is more than special. Apart from that, in the Jumeirah philosophy, each hotel is in accordance with the region in which it is installed, which guarantees a unique experience," he said.
According to the luxury market consultant, Carlos Ferreirinha, Jumeirah group’s interest in Brazil is one more proof that the world has woken up to the buying power of Brazilian tourists. "Today, Brazil is the number one consumer in Argentina, Chile, Miami and New York," he said.
According to him, Brazilians are currently the third main global consumers of the Gucci brand. "Last year, around 14% of all purchases at Galeries Lafayette, in Paris, were by Brazilians. The level of consumption and the demand for luxury products has grown much. Up to the end of 2010, Brazil will be the third main consumer market in the world, only after China and the United States," he pointed out.
The group
Jumeirah’s portfolio in Dubai includes Burj Al Arab, the most luxurious seven-star hotel in the world, recognized as a symbol of the emirate, Jumeirah Beach Hotel, Jumeirah Emirates Towers, Madinat Jumeirah and Jumeirah Bab Al Shams Desert Resort & Spa. In London, the group manages Jumeirah Carlton Tower and o Jumeirah Lowndes Hotel, and in New York, Jumeirah Essex House.
In 2004, Jumeirah group became a member of Dubai Holding – a company headquartered in Dubai. The Jumeirah expansion plans around the world are already en route, with projects under development in the United Arab Emirates, Jordan, Qatar, Oman, Bahrain, Kuwait, Morocco, Maldives, Indonesia, Bali, Thailand, China, Argentina, Panama, Spain, England, Scotland, Germany and the Virgin Islands.
*Translated by Mark Ament
