Ennismore, the lifestyle hospitality division of Accor, is carving a distinctive niche in the hotel industry with its ambitious growth strategies and innovative offerings. Following a stellar year marked by a 20% net unit growth, driven largely by expanding markets in the Middle East and the Americas, Ennismore demonstrates that it is not just keeping pace with industry trends but actively shaping them. The company operates a variety of vibrant brands including SLS, Mondrian, Delano, and The Hoxton, with plans to open 30 to 40 new hotels annually.
Under the stewardship of co-CEO Sharan Pasricha, Ennismore has harnessed immense potential for growth in diverse geographical landscapes. The Middle East has particularly stood out as a key region, buoyed by the successful launch of the Delano in Dubai. The excitement surrounding this brand’s revival is palpable, with plans to resurrect the iconic Delano in Miami, following renovations slated to conclude within the next 12 to 18 months.
The company’s U.S. strategy has long been a point of intrigue. Pasricha has noted that the American market offers significant potential an underexploited territory for brands historically linked to Ennismore, such as SLS and Mondrian. With eight Hoxton hotels poised to debut in the U.S. in the coming year and a slew of strategic openings, Ennismore is setting up camp firmly on American soil—signifying a mature yet dynamic approach to market penetration.
Ennismore is making strategic dalliances into the all-inclusive hotel space, starting with SLS Playa Mujeres near Cancun, Mexico. Drawing insights from its partnership with Rixos, which has forged a path in luxury all-inclusive experiences, Ennismore’s strategy integrates lifestyle into the all-inclusive model. The concept reimagines luxury hospitality—not merely a transactional stay but an immersive experience tailored for families.
By blending the luxury brand ethos of SLS with an inclusive, family-centric approach, Ennismore is not just responding to market demands but actively defining the evolution of family-friendly luxury destinations. The vision is clear: to craft communal spaces where luxury is accessible without sacrificing the distinct lifestyle ambiance their brands are known for.
Innovative thinking is also evident in Ennismore’s customer loyalty initiatives, particularly the launch of its subscription-based loyalty program, dubbed “Dis-loyalty.” Launched in 2023, this program aims to minimize traditional loyalty conventions—hence the clever name— while maximizing user engagement.
The initiative’s success lies in its unique offerings, from providing complimentary barista-made coffee at participating hotels to discounts for early adopters of new properties. The user experience has been further enhanced by the introduction of a user-friendly app, which has significantly increased both subscription uptake and user engagement. This forward-thinking approach not only redefines customer loyalty in the hospitality sector but also positions Ennismore ahead of traditional competitors who may still rely on older models of customer retention.
A critical facet of Ennismore’s strategy is its focus on food and beverage—a vital component that contributes over 60% of the company’s revenue. Pasricha emphasizes that enriching the guest experience goes well beyond providing a comfortable room; it involves crafting narratives around food that resonate with both hotel guests and local residents.
Ennismore’s hotels are not just places to stay; they are culinary destinations in their own right. The challenge lies in striking a balance between catering to the needs of transient guests and enticing locals, creating a restaurant ethos that transforms hospitality spaces into thriving community hubs.
Each city presents its unique culinary preferences, and this awareness allows Ennismore to tailor experiences that reflect local flavors while maintaining a consistent brand narrative. For instance, their attention to the Italian custom of enjoying espresso while standing highlights an acute sensitivity to local culture—making dining at their hotels an experience that invariably transcends mere nourishment.
As Ennismore continues to unfold its strategic vision, the brand stands poised to redefine segments of the hospitality market traditionally perceived as stagnant. With innovative expansion strategies, a holistic approach to customer loyalty, and a robust culinary foundation, Ennismore is not merely growing; it is innovating. The next few years promise to be critical as they solidify their position as pioneering leaders in lifestyle hospitality, setting new benchmarks for what the guest experience can— and should—entail.
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