Jumeirah What?

There was a time when Jumeirah was about 5 miles of coastal strip to the west of Dubai Dry Docks. Then it became extended halfway to Jebel Ali when the Chicago Beach Hotel was demolished and replaced by Jumeirah Beach Hotel. (Chicago Beach was so named because in the 1960s it was the home of Chicago Iron and Steel Company). And extended some more when the Jumeirah Palm Island was announced. This Palm is actually near Mina Seyahi, about 20 miles away from the 'real' Jumeirah.

Now Jumeirah is spreading across the world. The holding company that owns the Burj Al Arab, Jumeirah Beach Hotel, Emirates Towers Hotel and some other properties in Dubai, as well as two hotels on London (the Carlton Towers and the Lowndes), is undergoing a re-branding exercise. It is changing its name from 'Jumeirah International' to 'Jumeirah'. And it expects to own 50 properties worldwide in the near future. All will be branded as 'Jumeirah This or That'.

So does that mean the Jumeirah Beach Hotel will become Jumeirah Jumeirah Beach Hotel? I ask only for information.