Jumeirah Group will launch a new hotel brand called Zabeel House by Jumeirah, which it says targets travellers who want to explore their destinations.

The new brand adds to the Jumeirah portfolio, which already includes the luxury Stay Different concept. Jumeirah says there are currently five signed management agreements in the United Arab Emirates, Saudi Arabia and the UK, with a number more under discussion.

Jumeirah says the hotels will be located “at the heart of interesting and exciting neighbourhoods” and will target both business and leisure travellers. While the properties will be positioned as an upscale brand, there is currently no reference to a particular hospitality category.

Marc Dardenne, COO at Jumeirah Group, said: “The launch of Zabeel House by Jumeirah is a significant milestone in achieving strategic expansion and provides an opportunity for Jumeirah Group to access new localities and destinations. The brand has broad appeal, and we are confident that owners will be very pleased with its commercial strengths…”