Jumeirah taps into China market with Chinese brand name

Jumeirah, a hotel group from the United Arab Emirates which runs the world famous luxury hotel Burj Al Arab in Dubai announced its official entry to the high-end hotel market in China by introducing its Chinese brand "Zun Ya" in Shanghai on Thursday.

It is the first hotel in China, also a flag-ship property in Asia, which will open in downtown Shanghai this August, said Serge Zaalof, vice chairman in charge of operations in Asia-Pacific region.

The adoption of a Chinese brand name shows its great determination to tap on the China market, Zaalof said, and the name will help Chinese guests to know Jumeirah better.

It plans to open 13 more luxury hotels in Asia-Pacific region in the coming few years, 5 of them will be set up in China. As a result,

Jumeirah, which was founded in 1997, is likely to expand its global portfolio to 57 hotels by 2011.