Plans to create an industry leading sales and distribution platform announced, as part of its recently unveiled international growth strategy.

The group will expand its network of international sales offices, and launch a private label GDS code for all its hotels.

Gerald Lawless, CEO of Jumeirah stated: "Jumeirah is one of the most dynamic young luxury brands in the world today, and we need to ensure that we are developing cutting edge solutions to achieve our growth intentions, and that we are able to add substantial value to any business that becomes part of our portfolio. I am confident that the plans we are announcing today will consolidate our position at the forefront of the luxury hospitality sector."

Jumeirah's private label code, JT, will officially be in effect from December 1st 2005 and will be launched with an extensive consumer and trade marketing campaign promoting the introduction of a brand new product range for its hotels and leading with the slogans ‘Think Jumeirah, Think JT'

The decision to launch its own private label code will mean that Jumeirah's existing association with Leading Hotels of the World will be concluded. Commenting further on the group's new strategy, Gerald Lawless said: "Jumeirah has enjoyed a great relationship with the Leading Hotels of the World since (INSERT DATE) and our hotels have benefited greatly from their sales, marketing and distribution expertise over the years." He added: "The services provided have helped Jumeirah to grow into a world renowned luxury hospitality brand with recognition amongst our consumer and travel trade partners worldwide, and has created the platform for the portfolio and sales & distribution growth that we are embarking on this year."

Lawless confirmed that the group will also cease their relationship with Utell by Pegasus, who have provided distribution for the group's non Leading Hotels of the World members. He paid tribute to Utell's professionalism and partnership over the past number of years.

Amongst a series of recent high profile announcements, Jumeirah confirmed that the group will manage New York's Essex House Hotel from January 15 2006.

Bill Walshe, Chief Sales & Marketing Officer for Jumeirah said: "The introduction of ‘JT' as the private label code for Jumeirah is another important step towards global recognition for our brand and our individual hotel experiences. JT will be available on all four GDS platforms and its introduction is a significant step in the journey to make us easy to business with for our customers." 

Walshe added: "In addition to the launch of JT as the group's GDS code, we are also in the process of enhancing the functionality of www.jumeirah.com to ensure that the site is offering maximum value to both our travel trade partners and consumers."

In addition to outlining the strategic objectives for distribution and e-commerce within Jumeirah, the group has also announced that it will further expand its international sales, marketing and public relations representation with new sales offices in Paris, Moscow and Asia and further expansion of its existing sales office in New York. Public Relations agencies are already retained in Jumeirah's most important source markets including the UK, Germany, GCC, France and the USA and representation will be extended to Asia next year.