Jumeirah was founded in 1997 with an aim that was as clear in its simplicity as it was bold in its ambition; an aim to become a hospitality industry leader through establishing a world class portfolio of hotels. Hotels that would not just aspire to the benchmarks set by the world's finest establishments, but actually redefine them. Hotels that would be destinations in their own right. Hotels that would offer a unique travel experience. And in any parallel venture that we chose to embark on, whether it be a theme park or an institute of learning, and any partnership we entered into, we vowed to apply equally impeccable standards.