Agency to lead regional communications for one of the largest luxury hotels in the world as it begins the most significant transformation in its history

Press release – Dubai, United Arab Emirates, 02 September 2026: JW Marriott Marquis Hotel Dubai has appointed Brazen MENA as its communications partner across the GCC.

The appointment comes as the hotel embarks on the most significant transformation in its history. The multi-phase enhancement programme will see all 1,608 rooms and suites redesigned, two executive lounges reimagined, and the hotel’s culinary offering transformed through the renovation of legacy restaurants and bars and the introduction of new homegrown F&B concepts and lifestyle experiences. The hotel will remain fully operational throughout, with further enhancements to be revealed in due course.

Brazen MENA’s remit spans the full breadth of the hotel: its rooms and suites, its restaurants, bars and lounges, its wellness offering, its meetings and events business, and the collaborations and cultural programming being built around them. The agency will lead consumer and corporate communications across the region, spanning media relations, brand partnerships and social.

The scale is considerable. Rising 72 storeys above Business Bay beside the Dubai Water Canal, JW Marriott Marquis Hotel Dubai has stood at the centre of the city since 2013. It is home to 1,608 guest rooms and suites, an ever-growing collection of F&B concepts, Saray Spa with its 17 treatment rooms and two private hammams, the reformer fitness studio BodyBase, and close to 10,000 square metres of event space across two ballrooms and 32 meeting rooms.

Karin Cohen, Multi-Property Director of Marketing, JW Marriott Marquis Hotel Dubai, said: “This is an ambitious moment for the hotel. Our owners are making a significant investment across rooms, dining and the wider guest experience, introducing new concepts that will change how people experience this address and how they use it. Brazen MENA understands luxury in this city and knows how to sustain a story across years of change.”

Louise Jacobson, Managing Partner, Brazen MENA, said: “JW Marriott Marquis Hotel Dubai is far more than a hotel. It is one of Dubai’s defining addresses and one of the largest luxury hotels in the world, and it is about to be transformed. A transformation on this scale is rare, and rarer still in a hotel where there is always something new to experience. We are looking forward to bringing that ambition to a much wider audience.”