Hospitality with a human touch: Naumi Hotels’ Gaurang Jhunjunwala shares insights
Group CEO Gaurang Jhunjunwala reflects on Naumi’s first Middle East hotel in Dubai, and why staying small, design-led, and deeply human is shaping the brand’s next chapter in boutique hospitality
12 January, 2026
TT
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Gaurang Jhunjunwala does not believe in cookie-cutter hotels. “No one wants to stay at an XYZ Hotel in Tokyo and then go to the same XYZ Hotel in Dubai where the only difference is the artwork above the headboard,” says the group CEO of Naumi Hotels. “They want to immerse themselves in the local culture.”
This conviction runs in the family. The Jhunjhnuwalas trace their entrepreneurial roots to Burma, where Gaurang’s grandfather began in textile manufacturing before fleeing during the military coup with nothing but backpacks. The family rebuilt in Japan through watch manufacturing, then pivoted to real estate in Hong Kong when digital timepieces disrupted the industry. They eventually acquired the Oberoi Imperial in Singapore before founding Naumi in 2007.
“I’ve always been inspired by my grandfather’s pioneering journey,” says Gaurang, born in Hong Kong and second-generation outside India. “We even have a coffee table book documenting his story.”
That same restlessness now animates Naumi’s expansion. The group operates eight properties across Singapore, New Zealand, Australia, and, as of 2025, Dubai, where a 237-key hotel in Barsha Heights marks its Middle East debut.

The case for constraint
Naumi caps its properties at 250 rooms, with most falling in the 100-to-200-key range. “That’s our sweet spot,” Jhunjunwala explains. “It allows us to maintain personalised guest interaction, while still embracing a strong design-led approach.”
The Dubai property sits at the upper end of that spectrum, a calculated bet in a fiercely competitive market. “Dubai represents the epicentre of the region’s thriving hospitality landscape,” he says. “It’s a symbol of innovation and confidence.”
The hotel, which faces Sheikh Zayed Road, is undergoing a phased transformation over the next twelve months. When complete, it will feature Naumi’s signature elements, curated art, playful sophistication, and distinctive, design-forward interiors.
“We believe we’ll stand out as a design-forward neighbourhood hotel,” Jhunjunwala says. “Among the corporate hotels in the area, we aim to be the one that’s art-inspired, featuring pieces that tell stories, not art for decoration’s sake.”
Where Naumi truly differentiates itself from Dubai’s larger hotels, he adds, is in its scale and spirit. Proudly boutique, the brand is not trying to be a grand resort. Instead, it focuses on being a neighbourhood, people-centric hotel that reflects local culture and celebrates individuality in every detail.
The Naumi rituals
What connects Naumi’s properties is a set of rituals designed to make stays feel less transactional and more human.
There are “nudge cards” in rooms, conversation prompts that encourage guests to talk rather than default to television. Nighttime rituals include a special tea blend to aid sleep, while smart TVs remember exactly where guests left off on their favourite show. Design details are equally intentional, from bird-inspired bedside lamps so popular that parents have requested multiples for their children’s rooms, to custom rugs by Australian artist Belinda Henry depicting city skylines that guests have tried to purchase.
“While we embrace AI and technology, it’s primarily to improve efficiency, not replace human interaction,” Jhunjunwala says. “Our staff are at the heart of the experience.”
That philosophy extends to site selection. Naumi acquires existing buildings rather than pursuing greenfield development. “Our special sauce is giving established buildings a fresh identity,” he explains. “That’s where Naumi truly shines.”
Soul work
Beneath the design flourishes lies a deeper commitment. Naumi Soul, the group’s social impact programme, partners with local organisations in every city where it operates.
“Naumi Soul isn’t just about protecting the environment,” Jhunjunwala says. “It’s about uplifting people and creating meaningful change within the community.”
The Dubai property is already certified autism-friendly through a partnership with the Dubai Autism Center, an initiative aimed at promoting empathy and autism awareness while helping to create a more inclusive society.
“Guests increasingly prefer to stay with hotel groups that give back,” Jhunjunwala adds. “For us, it’s about being distinctive without losing our heart.”
Looking ahead
Jhunjunwala is clear-eyed about how traveller behaviour is evolving. “The younger the traveller gets, the more savvy and selective they become,” he says. “Time has become their biggest currency, they want to know exactly what to expect before the stay.”
In Dubai, Naumi aims to stand apart from the surrounding corporate hotels. “We want to be the one that’s art-inspired, a place with personality, not polish for its own sake,” he says. A restaurant and bar with its own concept-driven identity will add another layer to the experience.
The Dubai opening marks the first step in a broader regional strategy. Naumi is eyeing expansion into Saudi Arabia, Muscat, and Doha, though each move must make sense from a real estate perspective. The group’s dual role as both property owner and operator gives it a patient, long-term view.
“At Naumi, sustainability is deeply human,” Jhunjunwala says. “It’s about people, purpose, and the communities that shape our story.”






















