Travel and hospitality
February 27, 2026
The luxury brand has launched “Our Flame,” a short film written and narrated by award-winning Emirati poet Shamma Al Bastaki. Image credit: Jumeirah Group
By Amirah Keaton
Hospitality brand Jumeirah Group is using cinematic effects to convey its commitment to the guest experience.
{"ct":"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","iv":"73adc130c22484186483433c02c8f58b","s":"7184285a31f3116b"}
Share your thoughts. Click here