Dubai Hospitality Enters a New Luxury Era as Shamal Holding Appoints ALEC FITOUT for Major Jumeirah Zabeel Saray Revamp Preserving Imperial Heritage While Creating a Contemporary Resort Experience

Written By: Subhankar Chakraborty

Subhankar Chakraborty

I'm a content writer with a strong foundation in psychology and a passion for the travel and hospitality industry. Beyond timely reporting and contemporary narratives I bring a unique perspective to content creation, crafting stories that not only inform but also connect with readers on a deeper emotional level. I combine meticulous research, accuracy and compelling storytelling to deliver authentic, engaging and insightful content for a global audience.

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July 22, 2026 3:59 PM |

Dubai’s luxury hospitality sector is entering a significant transformation phase as Shamal Holding begins a major refurbishment programme for Jumeirah Zabeel Saray, one of the city’s most recognised resort destinations. ALEC FITOUT has been appointed as the main contractor for the first major phase of the project, which will focus on upgrading guest rooms, suites and food and beverage outlets while preserving the resort’s distinctive imperial-inspired character.

Opened in 2011, Jumeirah Zabeel Saray became the first luxury resort located on the shores of Palm Jumeirah. The property introduced an elaborate architectural style influenced by historical grandeur and craftsmanship, creating a unique identity within Dubai’s competitive Hospitality market. The upcoming transformation has been planned to maintain this heritage while introducing a more contemporary interpretation of Luxury.

Shamal Holding Begins Major Jumeirah Zabeel Saray Luxury Transformation

The refurbishment programme represents a major investment in enhancing one of Shamal Holding’s flagship Hospitality assets. The first phase will cover the renovation of 311 rooms, 58 suites and multiple food and beverage outlets across approximately 30,000 square metres of space.

The project has been designed to balance the resort’s established identity with evolving expectations in the global Luxury Hospitality sector. Existing heritage-inspired elements will be retained, while refreshed interiors will introduce more open layouts, improved flow and spaces designed around comfort, connection and wellbeing.

The transformation is being delivered through a phased approach to ensure that high standards are maintained throughout the refurbishment period. While work continues, selected areas of the resort will remain operational, allowing guests to continue experiencing key facilities. The Royal Villas and the award-winning Talise Spa will remain fully open during the renovation programme.

Jumeirah Zabeel Saray has built its reputation through its distinctive design, detailed craftsmanship and immersive guest experience. Unlike many newly developed luxury resorts, the property’s identity has been shaped by its long-standing architectural character and its connection to a heritage-inspired design philosophy.

ALEC FITOUT Selected to Deliver First Phase of Resort Upgrade

ALEC FITOUT has been selected due to its expertise in delivering complex luxury Hospitality projects. The company will oversee the refurbishment work while ensuring that disruption to guests is minimised during the phased construction programme.

The appointment forms the first major step in Shamal Holding’s wider vision to elevate the Jumeirah Zabeel Saray experience. The project is expected to strengthen the resort’s position within Dubai’s Luxury Hospitality landscape by combining its established legacy with updated guest expectations.

The refurbishment will focus on creating a more modern resort environment while respecting the original design language that has contributed to the property’s recognition. The planned improvements will enhance accommodation spaces and dining environments through a more refined approach to contemporary Luxury.

The project also reflects the continued evolution of Dubai’s Hospitality sector, where established properties are increasingly focusing on renewal and experience enhancement to remain competitive in an expanding global tourism market.

Shamal Holding has highlighted the importance of adapting established Luxury properties as Dubai continues to attract increasing numbers of international visitors. Dubai recorded 19.59 million international visitors in 2025, while more than 4,600 new luxury and upscale hotel rooms entered the market during the year.

Preserving Imperial Heritage While Introducing Contemporary Luxury

The transformation of Jumeirah Zabeel Saray has been planned around preserving the resort’s unique character while creating spaces suited to modern travellers. The refurbishment will maintain the property’s connection to its imperial-inspired heritage while introducing lighter, more flexible and contemporary environments.

The resort’s original design has long been recognised for its intricate details, grand arrival experience and artistic influences. These elements have helped establish Jumeirah Zabeel Saray as a distinctive Luxury destination within Dubai.

The upcoming changes are expected to strengthen the relationship between traditional design and modern guest preferences. Greater emphasis will be placed on intuitive movement, natural openness and experiences that encourage relaxation and togetherness.

The refurbishment demonstrates how Dubai’s Hospitality sector continues to evolve through a combination of preservation and innovation. Rather than replacing established identities, the project focuses on enhancing an existing luxury destination while protecting the qualities that have made it recognisable.

The first phase of the programme is expected to reach completion by early 2027. Further enhancements across additional aspects of the hotel experience are planned as part of Shamal Holding’s broader strategy.

Dubai Strengthens Position as Global Luxury Hospitality Destination

The Jumeirah Zabeel Saray transformation highlights the continued development of Dubai as a leading international Luxury Hospitality destination. The city’s hotel sector continues to experience rising competition, making investment in established properties increasingly important.

Through the partnership between Shamal Holding and ALEC FITOUT, the resort is being positioned for a new chapter that combines heritage, craftsmanship and modern guest expectations. The project represents a long-term approach to maintaining the relevance of an iconic Dubai resort.

ALEC FITOUT has stated that the project reflects a shared focus on quality, innovation and enhancing guest experiences. The company is expected to deliver the refurbishment while supporting Dubai’s wider ambition of remaining a leading tourism hub.

As the transformation progresses, Jumeirah Zabeel Saray will continue to represent the balance between traditional elegance and contemporary Luxury. The refurbishment programme reinforces Dubai’s commitment to maintaining world-class Hospitality standards while protecting the distinctive identities of its most established luxury properties.