Michael Grieve, Chief Brand Officer, Jumeriah

Posted in People on 2 April, 2025

Jumeirah’s Marsa Al Arab may stand across from the iconic Burj Al Arab, but rather than competing, the two properties tell a shared story of the evolution of luxury over the past 25 years. As Marsa Al Arab makes its debut, Michael Grieve speaks to SPACE about redefining ultra-luxury hospitality and Jumeirah’s vision for the future.

Few hotels in the world command instant global recognition. Fewer still transcend their industry to become icons of a destination itself. Jumeirah Burj Al Arab, with its unmistakable sail-like silhouette and reputation for boundary-pushing luxury, is one of them. For 25 years, it has stood as a symbol of Dubai’s ambition – a landmark of both architectural dare and hospitality excellence.

Yet, luxury is never static. As guest expectations evolve, so too must the brands that define the industry. This year, Jumeirah marks the 25th anniversary of Burj Al Arab with the opening of a new ultra-luxury statement: Jumeirah Marsa Al Arab. Located just across from its legendary sibling, Marsa Al Arab presents a strikingly different expression of indulgence – one that blends contemporary elegance with the glamour of its superyacht inspired architectural structure.

At the helm of this evolution is Michael Grieve, Chief Brand Officer of Jumeirah, whose role is to shape the brand’s next chapter. Speaking with SPACE Magazine, Grieve reflects on the legacy of Burj Al Arab, the rise of Marsa Al Arab, and how Jumeirah is positioning itself as a global leader in ultra-luxury hospitality.

View of Burj Al Arab through the lobby of Marsa Al Arab. Images courtesy of Jumeirah

Jumeirah Burj Al Arab has become a global icon. Looking back on 25 years, what made it so ground-breaking both then and today?
Jumeirah’s journey began more than 25 years ago, inspired by the vision of creating a global beacon of Arabian hospitality from within the heart of Dubai. Architect Tom Wright took this vision, and crafted something completely unprecedented and unique, designing the iconic sail-shaped building that has been the symbol of Dubai tourism ever since. Quarter of a century ago, the unparalleled Jumeirah Burj Al Arab redefined luxury hospitality worldwide, quickly becoming the symbol of the city of Dubai as a land of opportunity and prosperity.

Jumeirah Burj Al Arab is ground-breaking for many reasons, not least because it represents so many record-breaking moments. It was the tallest hotel in the world at the time of its construction – standing at 321 metres in 2008; its Skyview Bar was home to the world’s most expensive cocktail at the time; the Terrace at Jumeirah Burj Al Arab became the first man-made luxury beach facility of its kind upon opening in 2016; Danish kitesurfer Nick Jacobsen broke records in 2017 when he jumped off the helipad with his kiteboard; and these are just a few of the hotel’s iconic moments.

As Jumeirah looks to the future, Jumeirah Burj Al Arab will continue to evolve, maintaining its position as a globally recognised symbol of excellence through the offering of unparalleled personalised luxury, and the setting of worldwide hospitality standards.

Jumeirah Marsa Al Arab takes inspiration from the superyacht industry.

How has the legacy of Jumeirah Burj Al Arab shaped Jumeirah’s brand identity and approach to luxury over the past quarter-century?
Jumeirah Burj Al Arab is renowned for offering exceptional service infused with the warmth, generosity and joy innate to Arabian hospitality. The iconic hotel continues to consistently deliver on unparalleled levels of personalised luxury service for guests, which is something integral to the Jumeirah brand. When the hotel opened in 1999, it changed the face of luxury hospitality across the globe, also setting a benchmark for what guests can come to expect from Jumeirah. Today, nothing has changed in that regard, we continue to endeavour to elevate international standards of luxury hospitality as we evolve – not only as a brand, but also as a global business.

Tradition is blended with innovation to craft unforgettable encounters.

Today, we say Jumeirah is more than just a place to stay – it is a global ‘majlis’, or meeting place, of culture and connection, where Arabian hospitality provides the backdrop for meaningful moments to unfold. Through thoughtfully curated spaces, personalised rituals, and enriching experiences, we blend tradition with innovation to craft unforgettable encounters. Our destinations connect people, cultures, and ideas through curated experiences that are both distinctive, and meaningful – where every guest is celebrated, every detail inspires, and every interaction fosters bonds that transcend generations and geography.

In an increasingly crowded luxury hotel market, how does Jumeirah set itself apart from other global hospitality brands?
In 2023, travel and tourism’s contribution to GDP was forecast to reach around US$183 billion. Through to 2028, the annual growth of the hospitality industry is estimated at 5%, reaching revenues of US$30 billion; and when we look at the international luxury hotel market, we see brands competing on product. In 2023, Jumeirah launched Mission 2030 to focus on global sustainable growth, with an aim to double our portfolio while targeting Europe’s most desirable destination and gateway cities, the Americas and emerging markets in Asia and Africa.

Mission 2030, however, is more than just a plan for growth — it is the evolution of an offering, where immersive culturally rich stories are crafted, sustainability embraced, and the future of hospitality shaped – positioning Jumeirah as a global brand of influence. Part of this evolution will be our strategy to look to HMA (Hotel Management Agreements) rather than acquisitions to achieve our growth ambition. This will enable the brand to expand quickly into key markets while maintaining flexibility, reinforcing Jumeirah’s focus on operational excellence, allowing the brand to enhance guest experiences, and grow without the burden of heavy capital investments.

Japanese restaurant Umi Kei, one of the hotels’ curated collection of refined dining venues.

These international expansion plans will also see the continued evolution of the Jumeirah brand with a renewed focus on delivering distinct guest experiences and new ancillary businesses. Complemented by a commitment to redefining luxury hospitality through innovation, connection, and meaningful moments, because Jumeirah is taking a 360° guest centric perspective to position itself as a brand solely within the ultra-luxury space.

What was the vision behind Jumeirah Marsa Al Arab, and how does it represent the next chapter for the Jumeirah brand?
Jumeirah Marsa Al Arab takes inspiration from the superyacht industry, weaving the glamour and sophistication we associate with the world’s finest superyachts into every detail of the resort. The resort is a statement of elegance, from its grand arrival to its curated collection of refined dining venues, and it marks the completion of the nautical trilogy, alongside the wave-inspired Jumeirah Beach Hotel and of course the iconic sail-shaped Jumeirah Burj Al Arab.

The resort’s striking exteriors and elegant interiors evoke a profound sense of place, while also incorporating functionality and innovation at every level, serving to both elevate the guest experience and usher in a new era of luxury for Jumeirah.

Located in such close proximity to the Jumeirah Burj Al Arab, how do you see the two properties in dialogue with each other?
Jumeirah Marsa Al Arab and Jumeirah Burj Al Arab come together to create a compelling story that celebrates Dubai’s vision of luxury, innovation, and design excellence. Despite having their own distinct identities, the two properties share nuanced similarities that, together, subtly amplify Jumeirah’s brand story. With each address featuring iconic designs, the two unite in telling a tale of Jumeirah’s roots as it looks ahead – with Jumeirah Burj Al Arab celebrating Dubai’s heritage, and Jumeirah Marsa Al Arab alluding to a new era of luxury.

From the moment guests enter each property, they are welcomed into a world of elegance and grandeur, and though the expression of luxury may differ slightly at each location, the arrival experience at both properties evokes a sense of place – that speaks not only to Jumeirah’s heritage, but also feels like home. A locale of connection, where guests create meaningful moments, and lifelong bonds, with loved ones, against a backdrop of Arabian hospitality set apart by its warmth, generosity and joy.

The design process for a property like Marsa Al Arab involves multiple teams and disciplines. Can you walk us through how the architects and designers were chosen and how their collaboration shaped the final product?
Shaun Killa, the project’s main architect, is renowned for his flair for statement architecture – he has worked on projects including Dubai’s Museum of the Future and collaborated with British architect, Tom Wright in the design of Jumeirah Burj Al Arab. The design of Jumeirah Marsa Al Arab is inspired by subtle nautical references, with smooth, curved lines creating a sense of never-ending flow and movement.

And when it came to the interiors, we wanted to work with designers who are renowned for their exceptional contributions to luxury interiors globally, which is how we came to work with HBA, AVROKO, and LTW Designworks. Working with such talents enabled us to marry the interior aesthetic with the elegance of the exteriors, blending outdoor and indoor living in a way that respects the resort’s surroundings, while also incorporating functionality and innovation throughout.

The design of Jumeirah Marsa Al Arab is inspired by subtle nautical references, with smooth, curved lines creating a sense of never-ending flow and movement.

Sustainability was not a primary focus 25 years ago when Burj Al Arab was built. How does Jumeirah Marsa Al Arab incorporate sustainable practices into its architecture and design?
At Jumeirah, we believe in being a good neighbour, which means conscious and considerate preservation of the beauty, environment and culture of our neighbourhoods, for generations to come. Jumeirah’s sustainability journey is guided by a simple idea – giving back more than we take. That’s why we look closely at protecting and conserving the places we call home by supporting the people, and communities, who make the Jumeirah experience so special.

At Jumeirah Marsa Al Arab we have worked hard to embed environmentally friendly practices into the operation through, for example, the utilisation of dual water systems for irrigation – linked to advanced weather station-controlled irrigation systems. While grey water recycling is also used for irrigation to further reduce water usage. Energy efficiency has also been a key focus in the resort’s design, and the strategic use of terrace design helps significantly reduce solar gain within the resort, decreasing the energy required for cooling by up to 40%.

Equally, in line with Jumeirah’s commitment to the Global Tourism Plastics Initiative, Jumeirah Marsa Al Arab will not use single-use plastics in its operations. This practice is part of a wider Jumeirah initiative to eliminate single-use plastics across all operations by 2025, which it is on track to achieving through the implementation of state-of-the-art NORDAQ water bottling systems at properties across the portfolio.

Finally, if you had to define the essence of Jumeirah in one sentence – something that ties together its past, present, and future – what would it be?
Inspired by the Arabic proverb “one hand can’t clap”; Jumeirah celebrates coming together, acknowledging that strength lies in unity and cooperation, in spaces where guests from all over the world find a common thread of meaningful connection amidst moments grounded in curious discovery. The idea of Jumeirah as a ‘majlis’ of cultural connection is testament to this ethos – positioning Jumeirah as a place where worlds meet, ideas flourish, and legacies are forged.