Viceroy Palm renamed Five Palm Jumeirah Dubai

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Originally published in Gulf Business by Dominic Ellis (link below)

The move signals Five Holdings’ desire to bolster its hospitality profile in the city

New operator Five Hotels & Resorts aims to “disrupt” the hospitality industry after Viceroy Palm Jumeirah Dubai was unexpectedly renamed Five Palm Jumeirah Dubai.

The move signals Five Holdings’ desire to bolster its hospitality profile in the city.

Kabir Mulchandani, chairman and CEO, Five Holdings, said it plans to operate four hotels and residences in Dubai by 2020 (the Palm property, Jumeirah Village Circle, and two to be announced). Five Holdings is also new, replacing Skai Holdings.

Both the switch and timing are surprising.

Viceroy is an established name in the luxury brand space and it must rank as the shortest five-star branded tenure in Dubai for a resort which only opened early April.

Read full article here…

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