This week's buzz: A new "contemporary lifestyle" hotel brand from Dubai-based Jumeirah Hotels and Resorts. Currently Jumeirah's portfolio is comprised of 11 high-profile hotels including the Burj Al Arab (the sail-shaped seven-star property in Dubai) and the Jumeirah Essex House (New York's historic landmark that recently completed a $90 million renovation). To be launched later this year, VENU hotels will be "five-star hotels with strong local roots, designed for those who seek a sophisticated immersion in the destination." The new brand is an effort at diversification for Jumeirah, following in the footsteps of other hospitality companies like Starwood and Hyatt. Jumeirah expects to have 30 hotels worldwide by 2013.