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INTERVIEW: DAVID SPARROW.
Jumeirah, already responsible for some of the planet’s most eye-catching hotels, is showing no signs
of a lack of ambition. Rupert Murray talks to the Dubai hotelier’s international sales director
Jumeirah sets global goal
WITH THE Burj Al Arab, Jumeirah Hotels & has offices in Moscow, Paris, Germany, London, Los
Resorts Worldwide created possibly the most Angeles, Chicago, New York, Saudi and of course
iconic hotel in history. Dubai. It also has representation across Asia.
The Burj is the pin-up girl of the hotel industry This selection of sites and hotels convinces
– some say an unbeatable architectural feat. But Sparrow that the world is Jumeirah’s oyster. “No
Jumeirah has big plans, and says it can do it other group is moving from where we are now to
again. where we are going to be in five years,” he adds.
The group began life 10 years ago with the There are no plans to change the route to
Jumeirah Beach, itself one of the world’s most market as the chain expands.
recognisable properties with its unique wave Cash is being poured into a website relaunch
structure. towards the end of the year, but Sparrow stresses
It was one of the first over-the-top creations that the company must work through all
in the extraordinary city that is still emerging channels of distribution, and expects the travel
from the desert – it is currently home to 30% of trade to continue to fill 60% of rooms.
the world’s cranes. No discussion these days is complete without
David Sparrow (pictured), director of interna- a mention of the credit crunch, but Jumeirah
tional sales, says the company is intent on claims it has not been affected.
taking that reputation global. Owned by Dubai Holding, the investment arm
He adds: “We have a map of the world with of the oil-rich emirate’s government, access to
targets marked on it and by 2012 we will have 60 cash in the current downturn will not be an issue.
hotels complete or under construction. But, claims Sparrow, all Jumeirah’s Dubai
“The key is to create iconic architecture and hotels are trading better than last year, with its
maintain incredibly high service and product New York and London properties said to have
levels. The hotels will reflect the locality.” had an excellent year.
And even the five-star label most hotels “But we are watching the situation. We are
strive for is not enough for Jumeirah. Shanghai, Phuket, Abu Dhabi, moving into a key corporate travel time, so ask
The Burj is the only seven-star in the Doha, Bermuda and Majorca. me again in February and you may get a different
world – albeit, that is its own self-rating. And Sparrow is certain the answer. Airline failures are a concern: they are
“With our hotels it doesn’t matter what Shanghai property in particular will an indication of major impact,” he says.
the star-rating is – we want the Jumeirah be as architecturally impressive as “You can’t do much about the world economic
name to speak for itself,” says Sparrow. the Burj. situation and the cost of running a hotel is going
Outside of Dubai the group has one hotel in Jumeirah has poured a lot of money up while disposable incomes are diminshing.”
New York and two in London. into the battle to spread However, Sparrow is undeterred: “Some big
Others have already been brand awareness – announcements are just weeks away.”
announced in Buenes Aires, the company Watch this space.
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40 12.09.2008
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