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.
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hltCEbemeNbcb5Ah+UEFx5BIps+HVWtdXt2eCYks60FxRRu+93eFFNjpOh+ic7jlsHX+rUolZfS3T2W4zG8lcS5oiA92LjNyKTFd+p6un8OlFLJd2YCMMw71DjkI9NFsL0DlQybZ3WcJ2dPf3Dx1ckM939yrQk9WKdzX8KDLfDEOumhkdDG9ZgFnMr8qCEFuJdA5KQOugdRdpoAtKcoa2UhJSxij86Ro\/s1kS1e\/OrM8FbsocGUxpPPqakYSzHML0LHWh3YHsJ1c9kXFyjcww3UN4iYqnbv6XeByfbYvuS7S296bmhBGjJevrK98vzJOqpc043qNw1DbSMsnPxq08rA9TNzApfVgVGDHz08DuRnqTNcQaA8Jn1hWhzGFgp7B8Sd9\/7frY2oFsylBnea\/\/xxd9+yS61YPTjbmWhho3x6\/jxSqReA\/W80kpDc+J4iVdi0FsNdCCj8AM0qsybvHK2511azdhoDCaqTW7gHmLMNjJyBR8bN5FennW7xODM7jlBrckzjaN5hMVWeJ\/pjcWW0\/09qTIdFhgjP3AT73Hgebee3Vq3UMD3RHHJ6WREngK7yq6PO2UrZicz3Di\/TyjUOBujGiZRJ5EBNIdIJYBBU9cewGs2vSADLPG5MxRPH5FQf84M71hDYUKKYG22Ie7HCS09xqu7qPTjmEqRrf6\/53iOfXLV0O2o9Ylmf86Y7Dd8x9pZnbBaq080ab6fJTj\/JwioxnyqaQnnLGURC5bgBr2bEr3TAXFJ\/4HK9LrwE+3MEs6KikDp0fqehKAXv8zzHMprHKlyjRHGZ08Wovh6eR34+\/w27cxH5pfGw\/j33DdsTKKxaYt4AshXdM6wpT29LEd9sQTMra0BgptrHG\/+PjEJivW75iJpz3RaVr1+Btn8Bh6Lm5bL4Sw32\/urpKlnYSDLPCiKiDzV24V08+AN0TIL9+CQF637+mrsih9pyQrDnRUJExKUW2GtctG66mLgrN+D8g+7mELsiMdm5I9BkA7PVwe7WkE\/W13fy4zTBm5lJzufgTuunuR3tWShPWqfjz80zax8Sd5+RZOKVdg2SMwR+m7S9VJ0Y+pEhOh0V+bE73FzjpQVpUDkOGfAODSjHHQ8WH5YBhDzffaVINplPoN75P8T0F5\/oVcpeCPJaPOiSER35\/0QaqQyznr1r9i\/f2QUVVNkv57I3X1TITe1H5T1nkpFrDpfu2oRruVGu5AvGsze3KMBe4+A1Rm8uaZn44qolzXWolEteE6Y5Qn\/fiHsiswl5TnRAPEiL1urcNzcJB5y2jTqoWtpgUA8dcf1Cq3SJR8p6T6yw464HmTLCRy5x0aElNXNMPPJ13y7KgxnzHQNbcs\/lPzUx7y50LSPCHvciNpBwOs7PrHeHoyi3ilYCozty4LdioQMPHJvygVZ0Iz4Aouk369NVbGiYc8j4tJ1Yw8O\/6lH0p5FZOeFTTAz0c1BpgtpL9rIHremotJN74HZqncCOos5TQvbepoTNh2MPEP7G5uZ7lRYs4niJlNNXS99N1nTfZooLlq20EBNdU672LBkB3pDqcPuMLdixNgDJIAmmPrmDVtQ2Yxlmjn5sSIz4YhmQu0wtP4O2U5sFN4zNrdKb+zBvgM\/yscf4KWkjaGquq9bXHUaX5AGp8PVFCvnVdJbEGx8aV7gGyeJ56\/z6JUGI1YO0KqCHeVteSe1pVdneXWaC3EdEI60EzFiXHOnTbootsjC8Ngnv4FNTnm85U\/9r887OHPAWzBcf\/a34c8sr9bstTXWxFDpdsczqy6zl2ZNUEtxMU9oDGLF8JrOaIMLHT3IBqxJiSAvHytGaAjV8GAriLAFw5tNNJk3BGJkEhdlB14orNApfyfBDZiyFZGlXAudrpDQnTl0Fwqjnh1dRaBLxY0lD0PbxwGmm2WO9U0L3Vk6gQo\/4a0hOdTE0HZXMnmvVzpFPWdNzAGcVI0n8xmfkJpGcdeOR5oYI2N+XLK0EZyldxZv1CxyDrEhXuXtwhvmfITfPQDmw7GdYiabI5IImDFf2JBNWsu6G3TABNwy5SeSe9UAE\/HzgG1vNvftEIwE4iDbg8mL11OAdfxSyFrqSpTJwACe3o7LTlRdLS25fd9z0EtsysZZvuF60SCfR\/+jxsdvgweNhj2FL6diZ6Bn2aoLZzbzRH\/HOncDj9f06Zx00v3RHhT0XFSbYsfdXrVhVhp+F0xcdwK5ZzJn7dGsvH\/ujhI1EN8qwDpUGqHBJQm5zbQwSVPmsa952OD+2VT8DQd7cJQJfG\/CmMY1nRU9uw9MNXxuuEcDmDb9QqPHX8mvLpB8i88p9NgHNaaFm6DErr\/73ZRoh0KyYMEraSL64S+VCSg\/kyejlzOyrC8Dptyj3xCQcCr7TqOa8YsKu8k7UAKlPFbshxyREZaIY9c3DIbSiQQqCRXuUxPxaBA5WR28RtD4joxvHxc78FJQfnSxrJZBy9JRRmd9tgdtkJAxFYkkR5\/Y5K3YDsqcXDsPlmAYvZKISyhmjTliZ6FMKQbuZx1ivH5xS9AThdQzk6lfyLS6d3alztdS0old6ay+8a4iHLkRDsUN99dFJrMtJuH5Jy6UJyaImxVDmTA6zdpq8NPgZExHRn\/Hoh0ionQE+ddDAyWpVrEQKneikAuWNsvVwEiEJ3ZwoVg6jzexV4OCB9yPMkTyLX9aaKAdkJhi8x2mxFQDR5LVcxvRLBijvbcyAG\/NHFKydU7Dcb\/h6G9KssNrQ3PmcSDhzn6ODEvpmwKkPL9c6Bds1fXZOedEgMYD+ryF87zj3HCLUS8k4Zs0elOCJ+Y0IAIKNt\/F5G\/4S88SSZIwZQ3d8oBnUEAF3GCNiprmdcg1K16B9BRNDGa28cEUa7RJi6+L5UHnvFr9\/GMUoqj8FWllrshC5OZkIM59MmQm0+\/TCCdzm5xXs6kHOq0GV\/wSrv8QLb4nW9WEulOSo1AIs464HcGRWU6KKLAgV\/ABpgk2pNjbot1cktamwzppioEqO7qz8f8GMPja0Tv8yJpGaFaMkQKCCqvzZfc3Bar\/oJzeUbdEBLGs3d8mt4RH2g2KRnBGcnSovlV+50zyhMLZiy7dd","iv":"c83a6ab7a075fe413c05a70efcb4ea1f","s":"fe605b3cf9fb1a10"}
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