Ennismore, the lifestyle hospitality division of Accor, is swiftly carving its niche within the crowded hotel industry. The brand has recorded remarkable success, particularly in the Middle East, Americas, and various other markets, achieving around 20% net unit growth this year alone. Operating a collection of unique brands—including SLS, Mondrian, Delano, and The Hoxton—Ennismore has ambitious plans for future growth, targeting an average of 30 to 40 hotel projects each year. During a recent discussion at the International Luxury Travel Market (ILTM) in Cannes, I had the opportunity to delve into the insights from co-founder and co-CEO Sharan Pasricha regarding the firm’s strategy, expansion, and the pivotal role of culinary offerings within the hospitality experience.
Ennismore’s expansion strategy is exhibiting notable accomplishments, particularly in the Middle East, where the recent opening of the Delano hotel in Dubai has garnered significant attention. “It’s been an incredibly strong year, and we’re finding that our brands are resonating extraordinarily well,” Pasricha remarked. The resurgence of Delano is tied to a broader trend where the allure of niche experiences is reshaping the hospitality narrative. This revitalization isn’t limited to the Middle East; according to Pasricha, the United States remains a largely untapped market for Ennismore’s illustrious brands despite their rich legacy.
The Hoxton’s expansion, with eight upcoming properties in the U.S., speaks to Ennismore’s intent to captivate travelers with a distinctive hospitality offering that emphasizes lifestyle, culture, and a sense of community. Pasricha notes, “The U.S. has always been a market that I’ve felt is under-penetrated for Ennismore.” This ambition pushes the envelope, transforming traditional hotel models into immersive experiences that resonate deeply with today’s conscious traveler.
Innovating All-Inclusive Experiences
The concept of all-inclusive resorts has often been pigeonholed as targeting families or budget-conscious travelers. Nevertheless, Ennismore is redefining this paradigm through its all-inclusive offerings, beginning with SLS Playa Mujeres in Mexico. Leveraging insights from established partners like Rixos, Pasricha elaborates on how Ennismore plans to blend luxury with accessibility. “We’ve added the lens of lifestyle alongside it,” he explained. This approach not only enhances the all-inclusive experience for families but also promises to attract a more eclectic clientele looking for frictionless, yet sophisticated, travel experiences.
Ennismore’s dual focus on entertainment and lifestyle speaks to an emerging trend where modern travelers seek more than just a place to stay; they want an enriching experience that offers both relaxation and adventure. The integration of local culture within the all-inclusive model can create a more personalized experience that extends beyond transactional dining and amenities.
In 2023, Ennismore launched “Dis-loyalty,” a subscription-based loyalty program aimed at redefining guest retention strategies. This innovative model stands in stark contrast to traditional loyalty programs by focusing on unique perks, such as complimentary barista-made coffee and discounts for early bookings. According to Pasricha, customer engagement metrics have exceeded expectations, confirming that the program resonates well with consumers eager for more personalized offers.
The app introduced alongside the loyalty program has also seen stellar adoption rates, highlighting how technology can enhance the overall hospitality experience. Feedback from guests indicates a growing appetite for this contemporary approach to loyalty, which reflects a fundamental shift in what travelers value today—flexibility, accessibility, and personalization.
The Culinary Experience: A Cornerstone of Success
An often-overlooked element of Ennismore’s business model is its emphasis on food and beverage, contributing over 60% of revenue outside of hotel room sales. Pasricha emphasizes the importance of curating unforgettable culinary experiences, noting that successful hotels must cater not only to guests but also attract local clientele. “If you’ve only got one restaurant in your hotel, you’ve got to balance the needs of the everyday traveler with creating a culinary destination,” he asserts.
This multifaceted strategy requires a nuanced understanding of each location’s gastronomic preferences — whether it’s the Italian penchant for standing and enjoying espresso or the vibrant flavors sought after in Middle Eastern cuisine. This commitment to tailored culinary offerings serves to enhance the brand’s identity, further deepening guest engagement.
Ennismore is not merely expanding its footprint; it is meticulously crafting a brand that harmonizes lifestyle, luxury, and local culture. With its innovative strategies and unwavering commitment to elevating the hospitality landscape, Ennismore is poised to continually draw in a diverse clientele eager for authentic travel experiences.