Jumeirah Frankfurt hotel to be reflagged as a JW Marriott

According to reports in the German media, the Jumeirah Frankfurt hotel is closing on 1st April.

Following a full refurbishment – which is desperately needed looking at recent reviews, although the photo below looks OK – the hotel will become a JW Marriott.

The closure represents a further unravelling of Jumeirah’s long term strategy. Whilst it is, without a shadow of doubt, the strongest hotel group in Dubai – being owned by the Dubai Government helps you get the prime beach locations – it has struggled elsewhere.

It has lost multiple hotels in recent years, in places as varied as Istanbul and the Maldives, although it still has a presence there.

Embarassingly, it even lost three hotels in Dubai which were opened in the Al Seef complex, and the flagship Jumeirah Etihad Towers in Abu Dhabi recently switched to Conrad.

Following this loss, the brand’s presence in Europe will be restricted to two London hotels, Mallorca (a great hotel which I reviewed here) and Capri Palace. The new Muscat Bay beach resort in Oman is still due to open in May.

Jumeirah even messed up the Sirius loyalty scheme, now rebranded as Jumeirah One and offering fully revenue-based redemptions.

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