Luxury Hotelier Jumeriah Unveils Boutique Stay at Dubai’s La Mer

Luxury hotelier Jumeirah is making waves on Dubai’s coast again—this time with a brand-new boutique-style stay at La Mer South. Opening in 2029, Jumeirah Asora Bay will offer 103 sleek rooms, 20 beachfront villas, and the kind of low-rise luxury that feels more barefoot escape than mega-resort.

The project is part of Jumeirah’s Mission 2030 strategy, which is steering the brand toward more intentional design and wellness-focused stays, starting with smaller, experience-driven hotels of under 150 keys.

Alongside the hotel, Jumeirah Residences Asora Bay will introduce 29 exclusive ocean villas, penthouses, and apartments, developed with Meraas. And over at Emirates Towers, Jumeirah Residences will add 754 high-end city apartments with co-working spaces, fitness studios, a padel court, and a private cinema.

These developments build on the brand’s recent expansion moves—from Tanzania’s Thanda Island to Saudi’s Red Sea coast—anchoring Jumeirah’s next chapter in curated living, whether you’re dipping into the sea or the skyline.