Building a
Global Social
Media Strategy
for Jumeriah

  • Client: Jumeirah Group
  • Item: Strategy Development
Learn More
  • Strategy

  • Social Media

  • Across Global Markets

  • Social Media Playbook

  • Listening, Data & Measurement

  • Risk Management

Jumeirah Group: Turning Social Media Into a Performance Channel

The Brief

Luxury hotel brand Jumeirah Group came to us with a clear challenge: how do you create a global social media strategy that delivers real, measurable results—not just likes and shares?

Their ambition wasn’t just to “do social better.” They wanted to shift social from a brand-building channel into a core part of their customer journey—one that could drive conversions, bookings, and long-term value across international markets.

Engineered a social ecosystem built for scale, speed, and ROI


The Opportunity

Social media has matured. With advanced tools now available, brands can (and should) expect more than vanity metrics. Done right, social isn’t just a megaphone—it’s a conversion machine. It should complement your email, SEO, and paid media strategies, not sit off to the side.

For Jumeirah, that meant moving beyond engagement and into performance. The goal: make social a driver of revenue and customer loyalty.

Our Approach

While we can’t share the full blueprint for obvious reasons, here’s how we tackled it.

Jumeirah needed more than a plan—they needed a partner. One that understood the fast-moving digital landscape, could think commercially, and was agile enough to keep pace with constant changes in platforms and consumer behaviour.

We delivered a full-spectrum solution that gave Jumeirah the tools, guidance, and confidence to elevate their global social strategy. We helped them define where social fit in the overall customer journey, and how to integrate it with other touchpoints—from booking platforms to CRM to influencer partnerships.

The Challenge

Jumeirah’s biggest hurdle was control at scale. With operations across multiple countries and channels, how do you keep your message consistent—while still empowering local teams to be relevant?

The second challenge was trust. Today’s travellers don’t just listen to brands—they listen to people like them. Reviews, recommendations, influencer content—all of it plays a bigger role in the decision-making process than most brands account for.

Plugged social into the tech stack to drive measurable business impact.


The Strategy

To solve both, we focused on a few key principles:

  • Define Social’s Role Clearly: We positioned social as part of the direct-response funnel—not just an awareness tool.

  • Build Trust at Scale: We created frameworks for influencer engagement that plugged into specific moments in the customer journey—not random posts for reach.

  • Unify the Experience: We helped map customer touchpoints to ensure the experience across websites, social channels, mobile, and third-party partners (like travel agencies) felt seamless and consistent.

  • Embed Agility: Most importantly, we helped Jumeirah build internal systems that could respond to changes in the market quickly—without losing strategic direction.

The Result

What Jumeirah gained wasn’t just a new strategy—it was a new way of thinking about social.

They now treat it as a high-performing channel that helps build trust, convert interest into action, and create a consistent brand story across borders. And they’ve done it with a clear view of how each element contributes to commercial outcomes.

It’s proof that with the right guidance and systems in place, social media can deliver more than impressions—it can drive business.

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