Jumeirah Connects With China
While most global hotel brands have entered Chinaonly with their traditional names and logos, Dubai-based Jumeirah is using a Chinese name to supplement its own brand. Jumeirah launched Zun Ya in mid-March to convey the essence of the brand as well as create a deeper connection with the Chinese culture. The name will appear in Chinese characters alongside the Jumeirah logo when the company launches its flagship Jumeirah HanTang Xintiandi, Shanghai, in October.
Jumeirah expects to attract primarily business travelers to its first hotel in China due to its location in the heart of Shanghai’s Xintiandi district.
The Chinese name is not only phonetically similar to Jumeirah, but also captures the essence of the brand in its Chinese meaning. The character “zun” signifies a beautifully crafted chalice filled with vintage wine. The upper section of the “zun” character is “qiu,” which means “emirate” in Chinese and connects the tradition of hospitality born in Jumeirah’s home county, the United Arab Emirates. In Chinese, “ya” denotes elegance and has its roots in China’s first poetry anthology, the “Shi Jing.” “Ya” can also signify the pursuit of freedom and individuality.
“The decision to develop Zun Ya is intrinsically linked to the importance of Asia Pacific in Jumeirah’s global expansion plans,” says Apo Demirtas, chief sales and marketing officer for the Jumeirah Group. “Presence in key cities and resort destinations in China and the wider Asia Pacific region is strategically important for the group going forward, with the number of properties we anticipate to manage in this region equating to approximately one-third of our total portfolio worldwide by 2012.”
Zun Ya will be used internally and externally for Chinese guests, business partners and Jumeirah colleagues based in China. “It will be positioned alongside our current hotel, Jumeirah HanTang Xintiandi in Shanghai and our future hotels and resorts in China,” Demirtas says.
The launch of the name Zun Ya is the result of extensive research based on target consumer insights and their expectations and understanding of the luxury Jumeirah brand, Demirtas says. “Our Chinese focus groups agreed that Zun Ya was truly fitting and ultimately reflective of Jumeirah’s promise to ‘Stay Different’ as an exclusive 5-star luxury hotel and hospitality brand,” he adds.