While Singapore is winding down from the Formula One (F1) World Championship excitement, the global F1 tour is still in full swing, with the season finale set to take place in Abu Dhabi on Nov 26. The racing championship has boosted tourism worldwide, and it is no wonder those in the tourism industry are eager to get a share of the F1 action.
In a bold move, Jumeirah Hotels & Resorts is uniting luxury hospitality with the thrilling world of F1 through its strategic partnership with Williams Racing. This alliance brings together two industry leaders to enhance their global presence. It is a significant venture that places Jumeirah among the select hospitality brands sponsoring an F1 team.
Known for its impeccable service and opulent properties, Jumeirah Hotels & Resorts remains a key player in the global hospitality industry. This partnership highlights the shared values and aspirations of luxury hospitality and high-end motorsport. They both share a commitment to excellence, innovation, and delivering exceptional experiences to their audiences. This collaboration provides Jumeirah with a distinct opportunity to enhance its global presence and visibility among the diverse F1 audience on an international stage.
Under the Jumeirah Hotels & Resorts and Williams Racing partnership, Jumeirah One members and guests get exclusive access to unique F1 experiences — including grid access, paddock dinners, driver events, heritage events, and Grand Prix races — offering them an unparalleled F1 and Williams experience.
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Alexander Lee, chief commercial officer of Jumeirah Group, tells us more about the hospitality player’s partnership with Williams Racing.
Why did Jumeirah Hotels & Resorts decide to partner with Williams Racing? What inspired this collaboration?
As a global luxury hospitality company with 27 properties in 11 countries, we are committed to our portfolio’s continued growth and brand growth. As we move into new locations globally, we must give our brand more visibility and position Jumeirah alongside other major players in the luxury space.
Few worlds intertwine as perfectly as F1 motor racing and luxury travel. F1 has always been synonymous with luxury and, more recently, has garnered broader interest beyond the race enthusiasts with the success of Netflix docuseries Drive to Survive. Williams Racing has a rich sports history and a reputation for excellence that matches ours. Together, we can curate exceptional, distinctive experiences designed to meet the needs of our discerning international guests, partners, Jumeirah One members and Grand Prix fans.
What sort of perks can Jumeirah guests benefit from at Grand Prix locations globally?
The relationship with Williams Racing offers Jumeirah’s guests unique experiences and curated events worldwide at Grand Prix locations, including driver-hosted events, paddock dinners, heritage events, and access to the Grand Prix.
As we gear up for the season finale Abu Dhabi Grand Prix, Jumeirah One members and race fans staying at Jumeirah at Saadiyat Island Resort & Spa will enjoy unparalleled access to special events and experiences planned exclusively with Williams Racing.
How are the values of Jumeirah Hotels & Resorts and Williams Racing aligned?
Williams Racing’s values are perfectly aligned with Jumeirah Hotels & Resorts. Not only do we share a vision for the relentless pursuit of performance, excellence and integrity, but we are also both committed to crafting
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unforgettable experiences, investing in our business and our brand, and empowering our teams to drive out-performance.
Resonating with our strategic and ambitious growth trajectory, Williams Racing continues to push boundaries in the quest for performance excellence.
What unique features and services set Jumeirah hotels apart from other luxury hotel chains?
We are focused on differentiating ourselves by connecting people, cultures and communities to create distinctive experiences. This is underpinned by our unwavering commitment to service excellence, innovation, and creativity — the hallmark of our brand and an imperative in luxury hospitality.
Could you describe some of the most iconic properties within the Jumeirah portfolio?
We have had a distinct impact on the regional hospitality market over the past two decades, especially in our home market of Dubai, where our iconic hotels are instantly recognisable as part of the city’s skyline. The most iconic of our hotels is our flagship property, Burj Al Arab Jumeirah — one of the most photographed structures in the world. Equally well-known for their striking and unique architecture are the Jumeirah Beach Hotel, built to represent a wave; and the iconic twin skyscrapers that form the Jumeirah Emirates Towers.
Outside of the United Arab Emirates (UAE), Jumeirah has also collaborated with some of the most well-known architects, such as Zaha Hadid, who created the futuristic design of Jumeirah Nanjing; and Shaun Killa, best known for his statement architecture, including the Museum of the Future and Dubai Opera. Killa is also leading the design for Jumeirah Marsa Al Arab, our upcoming opening in Dubai.
Tell us more about Jumeirah Hotels & Resorts and its future goals.
We are entering a new era for Jumeirah Hotels & Resorts, with a focus on brand evolution and expansion. With a proven track record of building and operating successful resort destinations in the Middle East, Europe and Asia, we believe the time is right to expand our portfolio into new gateway destinations and show the world what’s next for luxury hospitality.
Our brand and our business performance in the UAE are exceptionally strong, yet we recognise that to stand out and capitalise on the opportunities that surround us, we need to be ambitious, make strategic choices and channel Jumeirah’s pioneering spirit to craft a new era for the brand.
