This June, Jumeirah Al Naseem, a property under hospitality brand Jumeirah, launched a turtle-themed stay experience to mark 20 years of its Dubai Turtle Rehabilitation Project (DTRP) – the ‘cornerstone’ of its broader sustainable brand strategy.
Campaign Middle East discusses sustainability in practice, as well as the tangible effect on the brand, with Michael Grieve, Jumeirah’s Chief Brand Officer and the driving force behind DTRP Barbara Lang-Lenton.
“What began as a focused conservation initiative has evolved into a key part of our brand identity,” Grieve says. He goes on to explain how the experience has shaped Jumeirah’s sustainability strategy. “It proves how luxury and environmental responsibility can coexist.”
Visitors embark on the curated journey through the turtle rehabilitation facilities, beginning with a behind-the-scenes glimpse of the Aquarium at Jumeirah’s Burj Al Arab. It is here that rescued turtles take their first steps toward recovery.
The tour continues with a visit to the Turtle Rehabilitation Sanctuary in Jumeirah Al Naseem, where five outdoor lagoons provide a temporary home for the turtles as they regain strength before their return to the wild. Guests are invited to participate in turtle feeding, offering a hands-on connection to the rehabilitation process.
Barbara Lang-Lenton, Director of Aquarium at Jumeirah Burj Al Arab, explains that the guest experience was designed due to the growing trend of “coastal and maritime tourism,” alongside a discovered “growing consciousness around responsible travel,” leading to more efforts from the brand to protect marine ecosystems.
Government-backed community initiative
This initiative marries Jumeirah’s long-standing brand commitment to marine conservation with the growing demand from consumers for brands to show, rather than merely talk about, their sustainability initiatives.
Taking this a step further, Jumeirah enables its guests to be an active part of the initiative, thus experiencing brand values and promoting positive brand sentiment. From turtle-inspired amenities to behind-the-scenes access to turtles – old, young, and injured – this exclusive experience combines luxury vacationing with ocean conservation. It also creates avenues for user-generated content and organic brand ambassadors.
That said, the DTRP is not just a one-off brand initiative. It is part of a larger government-backed project launched in 2004, in collaboration with Dubai’s Wildlife Protection Office. The initiative is also supported by Dubai’s Royal Family veterinary facilities and makes use of laboratory work provided by the Central Veterinary Research Laboratory (CVRL).
“Tales of rescued turtles create emotional resonance, enhances loyalty towards our brand.”
Since its inception, the DTRP has released over 2,150 rehabilitated turtles, with 86 of them monitored by satellite. Some of these turtles have been tracked travelling as far as Thailand, according to Jumeirah.
“Under the ambassadorship of Sheikh Fahim Al Qasimi, also locally known as the Turtle Sheikh, DTRP not only nurtures sick and injured turtles but also engages the public through educational programmes and community involvement,” says Lang-Lenton.
Jumeirah goes beyond the limits of guest-experiences to include the larger community to engage with turtle rehabilitation. Lang-Lenton explains that the brand’s hotline allows the community to report injured turtles, showing its interest in facilitating the wider public’s commitment to turtle conservation.
“The DTRP also hosts school trips with over 1,500 children annually to teach them the importance of ocean conservation from a young age,” she says.
Branded experience at several touchpoints
Community engagements and a constant reminder about the cause are integrated into several guest experiences at Jumeirah Al Naseem.
The two-night minimum stay includes access to non-motorised water sports, an ocean-themed afternoon high tea, unlimited access to the Wild Wadi Waterpark™ and access to a map link that enables guests to track turtles that have been released, which Lang-Lenton says aims to “further enhance their connection to this important cause.”
Although Jumeirah’s signature service of highly personalised luxury comes with the package, the brand experience also ensures that “educational elements are paired with unique experiences,” Lang-Lenton explains, referring to the “four-hands afternoon tea concept, which features culinary creations that highlight sustainably sourced local ingredients.”
The ‘uninterrupted’ thematic experience also includes the high tea “presented on an ocean-inspired stand decorated with repurposed marble and turtle and coral theming, creating an experience that is both delicious and inspirational,” she adds.
Grieve says, “The compelling storytelling around DTRP – including tales of rescued turtles and ongoing marine protection efforts – creates an emotional resonance that enhances loyalty towards our brand. This has inspired us to adopt a more integrated approach to sustainability across our properties, making the preservation of ecosystems a natural extension of the Jumeirah experience.”
The narrative of turtle rehabilitation as a consistent theme throughout the Jumeirah Al Naseem Turtle Stay Experience aims to “embody the deep-rooted commitment of DTRP to marine conservation and environmental stewardship,” says Lang-Lenton.
Jumeirah’s consistent brand experience makes it synonymous with the ‘turtle rehabilitation experience,’ thus ingraining the principle of sustainability into the essence of the brand while ensuring an ‘unforgettable stay’.
