Luxury Hotelier - February 2008 - (Page 20)

20| Personalities Lawless eyes evolution for Jumeirah Shanghai, Europe and United States in view umeirah” is synonymous with Dubai, but if executive chairman Gerald Lawless has his way, the luxury hotel group will take more than the Middle East by storm over the next few years. “Our objective is to become the world’s top luxury hotel operator,” he says. “We have quite a challenge ahead of us.” Mr. Lawless joined the Jumeirah Group, in Dubai, in 1997. Brand leaders banked on his 23 years of professional experience with Forte Hotels, where he honed his familiarity with the Middle East. Having named Mr. Lawless executive chairman in January 2007, Jumeirah is well on its way to setting the standard for luxury hotels. Mr. Lawless had already overseen the openings of three hotels in Dubai: the innovative Jumeirah Beach Hotel, Wild Wadi Water Park and the larger-than-life Burj Al Arab. Jumeirah has nine uniquely individual properties open, with six in J “ Dubai, two in London and the Jumeirah Essex House in New York. The brand recently launched a new campaign, Jumeirah “Stay Different,” a mantra aimed at tailoring a guest’s stay by presenting luxury in a way exclusive to Jumeirah properties. Mr. Lawless says the days of consistency throughout a brand’s properties are over, and Jumeirah will focus on customizing each property, from innovative restaurants down to different amenities at each site. Mr. Lawless brings a new approach to developing these elegant hotels. “If you said luxury to me, I’d say personalized,” he says. “Everything we do must be focused around the customer to personalize the experience. Luxury has to be about pampering the individual, about giving the individual what he or she wants and being totally tailored in doing it differently for each individual.” Uninterested in diverting from the topnotch luxury segment, Jumeirah’s pipeline is growing at an astonishing pace. “We look toward having up to 60 hotels by the end of 2011 either under development or in operation,” Mr. Lawless says. “Between letters of understanding and management agreements, we feel very confident about at least 30 projects in the early stages about to start development. We think we’re well on target.” Mr. Lawless says that in 2008, Jumeirah will open the Han Tang Jumeirah in Shanghai, as well as at least one additional property in Dubai. Other places on the map of interest to Jumeirah are: Frankfurt, Germany; Paris; London; and regions including South America and the Caribbean. The company eventually would like three more properties in the United States, and Mr. Lawless identified gateway cities such as Boston; Chicago; Los Angeles; and Miami, Florida, as possible targets. “We will be extremely busy at the end of 2009,” he says. Another of Mr. Lawless’ objectives is for Jumeirah to evolve with the luxury segment in the future. He says that throughout his 10 years at Jumeirah, he has seen customers begin to demand luxury. “People are much more knowledgeable,” he says. “The first time somebody comes to find something different, they’re surprised and delighted. The next time it’s an expectation. “That, in my opinion, will never stop.” To stay ahead of the curve, Mr. Lawless says developers have to be very familiar with current issues. “The issue of the time, for example, is energy conservation,” he says. “Guests don’t want to see wasteful habits. You’ve got to get that nice balance between pampering somebody and allowing them to have the choice to be the globally responsible corporate citizen he or she may want to be.” » BY JASON Q. FREED Guests don’t want to see wasteful habits. You’ve got to get that t nice balance between pampering somebody and allowing them to the have the choice to be the globally responsible corporate citizen he citize or she may want to be. Luxury Hotelier | February 2008 | www.LuxuryHotelier.com http://www.LuxuryHotelier.com

Table of Contents Feed for the Digital Edition of Luxury Hotelier - February 2008

Luxury Hotelier - February 2008 Editor's Letter Publisher's Letter Inform Network Forever Young Evolution for Jumeirah Insight Diamond in the Rough Amenities Televisions Art in Residence Yield Management Development Wine Lists Marketing to Locals Update Advertisers Index Editorial Index Source Listing Dossier

Luxury Hotelier - February 2008

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