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The Dream Team

Jumeirah’s Growth and Expansion Strategy

cutting through complexity

November 7th, 2016

XuAlbanoMehrishiCaldara

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Our Team

Daniel Albano

Abihshek Mehrishi Chris Caldara

Fudi Xu

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Our StrategyThe Jumeirah Group

Complications

Approach

Recommendations

Risk

Overview

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Overview Recommendations Risks

Overview

cutting through complexity

Complications Approach

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OverviewOverview Complications Approach Recommendations Risks

From our data, what can we identify?

- “Stay Different”: The Jumeirah Experience

- To be a world-class luxury international hotel and hospitality management company, committed to being the industry leader in all of our activities through dedication to our stakeholders, colleagues, customers, business partners, and owners.

- Guiding Principles: Integrity, Teamwork, Recognition, Innovation, Continuous Growth, People Focus

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Complications ApproachOverview Recommendations Risks

Complications

cutting through complexity

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What problems are Jumeirah facing?

Complications ApproachOverview Recommendations Risks

- Market Saturation to Midscale Properties

- Changing Economy

Complications

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Complications ApproachOverview Recommendations Risks

Approach

cutting through complexity

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Complications ApproachOverview Recommendations Risks

How did we first approach these problem?

Externally

Internally

Our Approach

Adapt to the changing economy

Dominate our “Luxury” Niche

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Complications ApproachOverview Recommendations Risks

Internally

TechnologyBranding

Personalize

Promote

Partnership

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Complications ApproachOverview Recommendations Risks

Externally

Local Global Expand

Elevate

Evolve

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Complications ApproachOverview Recommendations Risks

Recommendations

cutting through complexity

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Internal: Branding “The Jumeirah Experience”

“Stay Different”Imaginative & Exhilarating Experience

Culturally Connected Thoughtful and Generous Service

• Providing an unforgettable experience that customers cannot get while staying in any other luxury hotel.

• Each location has a unique attraction.• Beyond great service, the customers will be able to make

memories that they will have for the rest of their lives• All locations will be customized to the local demographic to

provide the most culturally rich experience possible• By implementing the new and innovative technology

recommendations, service is designed to provide an even more personalized experience to our guests.

Complications ApproachOverview Recommendations Risks

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Internal: TechnologyJumeirah Application

ReservationsReserve rooms with special rates straight from the app.

Special Circumstances

List medical conditions and allergies to receive 100%

personalized care. Local Attractions

Receive a guide to local attractions and fun

destinations with audio tours within the app.

Hotel OperationsCheck-in quickly. Check-out

hassle free. Order room service. Request house

keeping. Receive concierge support. A one-stop-shop for

all your hotel needs.

TemperatureChange the temperature in your room with a tap of your fingers. LightsControl the lights in your room with different colors and shades. Create the ambience you want, when you want it.

Room KeyWith one less thing to keep track of during your stay, simply use your phone to access your room.

Multi-Media ControllerControl your television, your music player, and much more, with this app. Shower/Bath After a long day of travels, enter your room with a bath already waiting for you with your settings.

Complications ApproachOverview Recommendations Risks

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Internal: TechnologyVoice Control Personalization

“Jumeirah, please turn off the lights.”

“Venu, turn on relaxing music please.”

“Jumeirah, por favor, baja la temperatura.” (Please turn down the temperature)“Venu, 请关电视” (Please turn off

the TV)

Google

“Jumeirah, कृपया मेरे स्नान पर बारी” (Please turn on the shower)

Complications ApproachOverview Recommendations Risks

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External: LocalThe Jumeirah Cruise Line

Complications ApproachOverview Recommendations Risks

“The Jumeirah Experience” on Boat

Along the Persian Gulf with destinations at Dubai, Qatar, & Bahrain

Exclusive to Quarters 3 & 4 to supplement declined income

Follows the Burj Al Arab “Sail Silhouette” Branding

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External: GlobalVenu: A Jumeirah Experience & Resort

Complications ApproachOverview Recommendations Risks

Expanding the Venu brand to encompass a larger market.

Similar service ; Lower cost

Following the “Stay Different” trademark, Venu includes similar experience like live music, cultural experiences, the recommended technology, etc.

Authentic architecture that is adapted to the local culture.

Venu Inside: Experience 360˚ of Excellence

Introducing…

VENU

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External: GlobalVenu: A Jumeirah Experience & Resort

Complications ApproachOverview Recommendations Risks

VENU India

Singapore

China

1

3

2

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Our 8 Year Plan

Complications ApproachOverview Recommendations Risks

Venu

APP

Cruise

Voice Control Personalization

“The Jumeirah Experience”

Branding

IndiaSingaporeChina

Y0 Y4 Y8Y6Y2

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Complications ApproachOverview Recommendations Risks

Risks

cutting through complexity

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Possible Risks

Complications ApproachOverview Recommendations Risks

Expanding into New Cultures

Beginning a New Cruise

Line

Expanding the Venu Brand

Costs Operations

New ProductNew Market

Culturally InsensitiveCultural Appropriation

Different marketExpansion CostsTarnishing Jumeirah’s Brand

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Mitigating Risks

Complications ApproachOverview Recommendations Risks

Research Adapting

Smart Marketing

Campaigns

The Jumeirah

Experience

Expanding into New Cultures

Beginning a New Cruise

Line

Expanding the Venu

Brand

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Conclusion Overview

Jumeirah’s Vision & Guiding Principles Complications

Market Saturation to Midscale Properties Changing Economy

Approach Internal – Adapt to the Changing Economy

Partnership - Technology Personalize - Technology Promote - Branding

External – Dominate Luxury Niche Expand - Global Elevate - Global Evolve - Local

Recommendations Internal

App Voice Control Personalization “The Jumeirah Experience” Branding

External The Jumeirah Cruise Line Expanding Venu: A Jumeirah

Experience & Resort into India, Singapore, then China.

Risk Research Adapting Strategic Marketing Campaigns The Jumeirah Experience KPMG

Thank you