Jumeirah to open hotel in Dubai’s La Mer

Brand’s first boutique-style property in UAE city to include 103 rooms and 20 villas

Dubai’s homegrown hospitality hero Jumeirah is set to open its 12th property in Dubai, bringing its boutique concept to the UAE emirate for the first time.

Scheduled to open in 2029, Jumeirah Asora Bay will join sister properties in Dubai that include Jumeirah Burj Al Arab, Jumeirah Beach Hotel, Jumeirah Al Qasr and the recently opened Jumeirah Marsa Al Arab, a superyacht-shaped property with 386 rooms and suites, 15 restaurants and bars, four pools, a three-storey spa and a marina.

Situated on the peninsula of La Mer South in Dubai, Jumeirah Asora Bay will combine architectural innovation and highly curated experiences and feature just 103 rooms and suites along with 20 villas offering Arabian Gulf views.

Villas at Jumeirah Asora Bay

This new hotel aligns with Jumeirah’s renewed focus on boutique-style properties with up to 150 keys and emphasis on suite categories, villas and branded residences, and follows the signature of Jumeirah’s European portfolio that includes Jumeirah Mallorca, Jumeirah Capri Palace and soon-to-launch Jumeirah Le Richemond in Geneva.

Set to open alongside the new hotel on Dubai’s La Mer South will be Jumeirah Residences Asora Bay, a collection of 29 residences that includes four-to-six bedroom apartments, one seven-bedroom penthouse and six ocean villas launched with Meraas.

With an increased focus on residences and boutique-style properties, Jumeirah will also introduce Jumeirah Residences Emirates Towers in Dubai’s business district, offering 754 units, ranging from one-to-four-bedroom apartments, and access to a padel court, fitness studios, co-working lounge, private cinema and a podium pool terrace.

According to Thomas B. Meier, CEO of Jumeirah, “these exceptional properties represent the future of the Jumeirah brand, with distinctive and purposeful experiences shaped by intentional design, mindful living and holistic wellbeing.”

Jumeirah has divided its portfolio into four distinct offerings, all rooted in luxury Arabian hospitality. In addition to the brand’s foundation, Jumeriah Hotels & Resorts, offerings include Jumeirah Icons, such as the iconic Burj Al Arab; Jumeirah Privé, a curated, ultra-luxury collection of secluded islands, estates and villas, like the recently launched Jumeirah Thanda Island in Tanzania; and Jumeirah Residences.

Following the launch of Jumeirah Thanda Island in Tanzania, an exclusive-use villa on a five-hectare tropical island in the Indian Ocean, in December 2024, and the opening of Jumeirah Marsa Al Arab in March 2025, Jumeirah is set to open two more properties this year, including Jumeirah The Red Sea in Saudi Arabia and Jumeirah Le Richemond Geneva in Switzerland.

Jumeirah currently has 31 properties under its stylish belt.

For more information, visit www.jumeirah.com

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