Jumeirah Frankfurt Closing, Becoming JW Marriott

Jumeirah Frankfurt Closing, Becoming JW Marriott

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The Frankfurt luxury hotel market will be undergoing quite some changes in the coming days. Villa Kennedy Frankfurt, a Rocco Forte property (and my favorite hotel in Frankfurt), will be closing as of April 1, 2022.

Jumeirah Frankfurt, another luxury property in the city, will also be closing as of April 1, 2022. However, it will immediately be transformed into a JW Marriott. While I first wrote about this in late February, I wanted to provide an update, as this hotel is now bookable as a JW Marriott.

Jumeirah Frankfurt will become JW Marriott

Jumeirah Frankfurt will be closing as of April 1, 2022. The plan is for the 218-room hotel to be significantly modernized and to become a JW Marriott, marking the brand’s first property in Germany (there’s also a JW Marriott coming to Berlin, but it’s not open yet). Interestingly the hotel will immediately be reopening as a JW Marriott as of April 1, so it’s not clear if a renovation will be done at some point in the future, or if it will be done while the property remains open.

I know a single hotel rebranding might sound random for me to cover on OMAAT, but I follow the Frankfurt hotel market pretty closely since I have family there, and I’m always frustrated by the hotel options in the city.

I’ve reviewed Jumeirah Frankfurt before. As far as I’m concerned the hotel has a great location, but is otherwise completely unremarkable and not worth the premium. There had long been rumors of the hotel being rebranded, and it looks like it’s now finally happening.

I never really understood the Jumeirah branding for this hotel. The Dubai-based hotel company mostly has properties in the Middle East, and select destinations frequented by people from the Middle East (London, Maldives, etc.). Also, it’s not like Jumeirah has a huge amount of name recognition or distribution power in Germany.

Jumeirah Frankfurt is a bland property

My take on the new JW Marriott Frankfurt

I was super sad about Villa Kennedy closing, especially since the hotel isn’t being rebranded, but rather is being closed altogether. It’s such a charming and fabulous property in an otherwise not-great hotel market.

My take about the Jumeirah Frankfurt news is different:

  • Jumeirah Frankfurt was badly in need of a refresh or some pizzaz, and it’s not a hotel I would have stayed at again in its current form, especially given the rates being charged
  • While I can’t imagine the property being transformed into a JW Marriott will make it much more exciting, at least we’ll be able to earn and redeem points, take advantage of elite perks, maybe we’ll see a club lounge added, etc.
  • Frankfurt is a really rough luxury hotel market, and there aren’t even many solid, upscale hotels belonging to the major chains; so this may very well become one of Frankfurt’s most compelling new options

For what it’s worth, the JW Marriott Frankfurt is now bookable. There aren’t yet any pictures on Marriott’s website, and rates seem to start at 260 EUR per night. While I’m looking forward to seeing how this property evolves, I can’t say I’m that tempted to book this hotel until it gets a renovation, or maybe gets a club lounge.

Jumeirah Frankfurt did have a cool restaurant, but that’s about it

Bottom line

Jumeirah Frankfurt will be transformed into the JW Marriott Frankfurt, marking the JW Marriott brand’s entry into the German market. The hotel is also expected to undergo a significant refresh, which is exciting, given the current state of the property. We just don’t know when that will happen, given that the hotel will remain open continuously (for now).

Personally I’d consider this to be good news. The hotel has a central location, and with a refresh could be a pretty compelling option if visiting Frankfurt. It’s just odd that two of Frankfurt’s top luxury hotels are both closing as of the same date.

What do you make of Jumeirah Frankfurt being rebranded as a JW Marriott?

Conversations (13)
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  1. Gareth Guest

    Personally stay around the corner at the Hiĺton! Probably biased as I'm a diamond so get well looked after there but really enjoy the free access to the adjacent fitness first that guests have access to with very large pool and amazing sauna facilities.

  2. iamhere Guest

    Not good. There is the Essex House converted property from Jumeirah to JW and it is poorly managed, run, with poor customer service. Overpriced.

  3. FNT Delta Diamond Guest

    Interesting to see how Marriott has used JW Marriott as a conversion brand. Remember the ex-Trump hotel in Panama that became a JW Marriott? I would think a softer brand like Autograph Collection or Luxury Collection would be an easier conversion than JW Marriott. Then again, Marriott is all about reducing costs to owners. I wouldn't be surprised if no renovation or redesign is required.

    1. FNT Delta Diamond Guest

      I forgot about Singapore. That's also a converted property.

  4. SW Guest

    Feel very sad for Jumeirah. From Giant to nothing in hotel line. Our first response is never say no to our guest … til now everyone will say no to u(Jumeirah).

  5. Kazimierz Guest

    Plenty of great options in Frankfurt if you know where to look. Marriott is well represented, although in the past, options where pretty outlived past renovation dates. However, new options such as the Marriott Frankfurt Airport and JW Marriott Frankfurt would add great new possibilities. With the reopening of the completely renovated Westin, the city has fresh places to stay - in the middle of town.

    But as with everything in Frankfurt. You need...

    Plenty of great options in Frankfurt if you know where to look. Marriott is well represented, although in the past, options where pretty outlived past renovation dates. However, new options such as the Marriott Frankfurt Airport and JW Marriott Frankfurt would add great new possibilities. With the reopening of the completely renovated Westin, the city has fresh places to stay - in the middle of town.

    But as with everything in Frankfurt. You need to know the place in order to find the gems.

  6. Motion to Dismiss Member

    Wow. Glad I booked the Sofitel for a one-night stay in Frankfurt before SQ Suites to JFK this summer. I had originally booked Villa Kennedy but switched to the Sofitel after Kennedy announced its closure.

    1. Donato Guest

      Considering the timing of the SQ departure you might prefer a walk to gate Hotel. I am even excluding the new batch near T2, I really would use those in the Marriot group or Hilton group.
      I found it very cool to be greeted by name travelling economy. That happens when you arrive at the SQ flight 7 minutes before closing the door. Not smart.

  7. Willi Guest

    What about the Sofitel Ben? Brand newish and great location

  8. Michael Guest

    The first JW will be in Berlin.
    The former Central Berlin district is in the process to become a JW

  9. Klaus Guest

    Hi Ben,

    you should really try the „Villa Rothschild“ next time you are there.
    And after that the „Sofitel“ and then „Frankfurter Hof“.

    1. Betty Guest

      I agree. Villa Rothschild and Falkenstein Grand. Both are Autograph Hotels. I loved my stays there.

    2. Michael Guest

      Unfortunately Villa Rothschild is closed.
      All year.
      They don’t know, if it’s ever opening again

Featured Comments Most helpful comments ( as chosen by the OMAAT community ).

The comments on this page have not been provided, reviewed, approved or otherwise endorsed by any advertiser, and it is not an advertiser's responsibility to ensure posts and/or questions are answered.

Gareth Guest

Personally stay around the corner at the Hiĺton! Probably biased as I'm a diamond so get well looked after there but really enjoy the free access to the adjacent fitness first that guests have access to with very large pool and amazing sauna facilities.

0
iamhere Guest

Not good. There is the Essex House converted property from Jumeirah to JW and it is poorly managed, run, with poor customer service. Overpriced.

0
FNT Delta Diamond Guest

I forgot about Singapore. That's also a converted property.

0
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