Jumeirah is one of the best luxury hotels in the world . They created the world’s most luxurious hotel the BURJ AL ARAB, and six other luxury hotels and resorts in Dubai. In my point of view I think that it is one of the thing that the group didn't have, open hotels in America and develloped a new concept specially for Bermuba. The Jumeirah southlands will have 300 spacious balcony suites, including 17 incomparable two-story suites built into beach cliffs, as well as five restaurants and bars, a nightclub and outdoor entertainment space, a complete spa, over 1,700 feet of beach, numerous pools, an executive conference center and an equestrian centerThat will the most beautifull concept ofhotels never done before in this areas. Also they will add luxury boutique in the hotel. This idea will be very good for their prefered guest and also people who don't know the jumeirah group. In addition that's allows them to be more recognized around the worlds not only in Dubai and that is abig challenge for the group because they want to proove that they can be successfull in another country as in Americas and is not easy to have a good market in hotel industry in this part of the world and parti group: too much concurrence with the local hotel group as Hilton and also european group as Accor. it is their second hotel in Americas the first is in New york and I thing that also will be good successfull.