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Jumeirah Hotel Frankfurt Converts to Jw Marriot

According to German media reports, the Jumeirah Frankfurt hotel closed on April 1.

Following a complete refurbishment – which, based on recent reviews, but the photo below seems to be in order – the hotel will become a JW Marriott.

Jumeirah Hotel Frankfurt Converts to Jw Marriot

The closure is another blow to Jumeirah’s long-term strategy. While it is undoubtedly the most potent hotel firm in Dubai – being controlled by the Dubai Government ensures access to excellent beach locations – it has struggled in other markets. 

It has closed some hotels in recent years, including Istanbul and the Maldives, though it has a presence in both locations. It even lost three hotels in Dubai when the Al Seef complex was opened, and the flagship Jumeirah Etihad Towers in Abu Dhabi just switched to Conrad.

Following this departure, the brand’s presence in Europe will be limited to two London properties: Mallorca and Capri Palace. Muscat Bay, Oman’s latest beach resort, is still scheduled to debut in May.

Jumeirah even messed up the Sirius loyalty program, which has since been relaunched as Jumeirah One and is now entirely revenue-based.

The idea is to dramatically remodel the 218-room hotel and convert it into a JW Marriott, its first property in Germany (a JW Marriott is also coming to Berlin, but it has not yet opened). Interestingly, the hotel will reopen as a JW Marriott on April 1. Therefore it is unclear whether a makeover will occur in the future or while the facility stays open.

Additional expansion

MHP Hotel AG has already expanded three times in the last six months, acquiring the forthcoming JW Marriott Hotel Frankfurt. The takeover of the upcoming Marriott Hotel Basel was agreed upon in August 2021. The Moons Vienna officially opened its doors in the fourth quarter.

“The acquisition of the new JW Marriott Hotel Frankfurt exemplifies our qualitative growth strategy of acquiring desirable existing hotels in strategic locations and capitalizing on market opportunities,” says Jörg Frehse, CEO of MHP Hotel AG.

“We are delighted with the successful conclusion of the new leasing of the hotel by our asset management and the combined realization with the strong partners MHP and Marriott,” said Markus Wickenträger, Managing Director and responsible for DWS’s particular real estate funds.

Conclusion

The Jumeirah Frankfurt will be rebranded as the JW Marriott Frankfurt, launching the JW Marriott brand in Germany. Additionally, the hotel is expected to receive an extensive refurbishment, which is exciting given the property’s current state. We just do not know when that will occur, given the hotel’s continued operation (for now).

I believe this is fantastic news. The hotel is well located and, with some updating, could be a tempting alternative for visitors to Frankfurt. It’s simply strange that two of Frankfurt’s finest luxury hotels are closing on the same day.

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