Ennismore, Accor’s lifestyle hospitality segment, is forging ahead with dynamic growth strategies that have resulted in a notable 20% increase in net unit growth this year. The brand has successfully capitalized on expanding markets across the Middle East, Americas, and other regions, demonstrating its appealing lifestyle positioning. This article delves into the expansion highlights, innovative strategies, and overall trajectory of Ennismore’s impressive ascent in the hospitality industry.
Under the guidance of Sharan Pasricha, co-CEO and founder, Ennismore has established itself as a one of the fast-growing names in the lifestyle hospitality space. This year has been particularly remarkable for the company as it witnesses unprecedented success with its hotel brands, including SLS, Mondrian, and The Hoxton. A crucial area of their expansion narrative is the Middle East, where they opened the much-anticipated Delano hotel in Dubai. Pasricha notes that there are plans for continued growth, evidenced by the pipeline of eight forthcoming Hoxton properties, especially in the U.S. which the brand sees as a latent market ripe for development.
A particularly notable insight from Pasricha is the brand’s recognition of the U.S. market, which historically has showcased brands like SLS and Mondrian, but where Ennismore has felt underrepresented. This awareness signals a strategic pivot towards strengthening their presence in one of the largest and most competitive hospitality sectors globally. As recovery from the pandemic continues, it seems that Ennismore is poised to redefine its footprint within the North American market effectively.
Revolutionizing All-Inclusive Experiences
Ennismore is not only expanding its presence but is also innovating how it approaches all-inclusive resorts, championing a model that blends luxury with lifestyle. The opening of SLS Playa Mujeres in Mexico marks an experimental venture into the all-inclusive realm managed in tandem with Rixos, a well-known pioneer in luxury all-inclusive offerings. Pasricha highlights the company’s methodology—leveraging Rixos’ expertise while enriching the experience through the lens of lifestyle.
By integrating family-friendly programming alongside a traditional luxury experience, SLS aims to create an environment that is not only upscale but also accessible and welcoming to all demographics. This multifaceted approach ensures that guests can enjoy the benefits of an all-inclusive experience while still engaging in the vibrant lifestyle that Ennismore brands promise.
Ennismore is not just focused on traditional aspects of hospitality; they are also leading the charge in rethinking loyalty programs with their unique ‘Dis-loyalty’ initiative. Launched in 2023, this innovative subscription-based model has quickly gained traction among travelers seeking alternate ways to engage with brands. The program’s features, such as complimentary barista-made coffee and significant discounts for early bookings, are designed to keep users engaged and returning to the brand.
Feedback thus far has been overwhelmingly positive, indicating that the new loyalty strategy resonates well with the modern traveler. By introducing a mobile app to enhance the user experience, Ennismore demonstrates a commitment to using technology to streamline interactions, further solidifying its relevance in an increasingly digital world.
A key facet of Ennismore’s strategy lies in its investment in food and beverage, which has emerged as a critical revenue stream for the brand. Pasricha indicates that over 60% of revenue is generated from non-room sources, showing that dining experiences are not just supplementary, but essential to the overall brand identity.
The approach incorporates local culinary customs, ensuring that the restaurants within their hotels not only cater to guests but also attract local patrons. This dual focus on authenticity and modern dining trends creates culinary hotspots conducive to both tourist traffic and local engagement. The brand understands the need to balance the expectations of hotel guests who may dine frequently, alongside the distinct requirements of a restaurant that seeks to be a popular dining choice for locals.
Ennismore is setting the stage for significant growth and brand evolution within the hospitality sector. Its commitment to expansion in underrepresented markets, innovative approaches to all-inclusive offerings, meaningful loyalty programs, and a strong emphasis on food and beverage indicate a robust future. The company’s visionary leadership under Sharan Pasricha combines hospitality with lifestyle, crafting an experience that appeals to contemporary travelers seeking both luxury and genuine engagement. As Ennismore continues to navigate this landscape, it is poised to create a lasting impact on lifestyle hospitality for years to come.