Mama Shelter, Jo & Joe, Mondrian, Delano, 25hours… To develop its “lifestyle” hotel hub, Accor will combine them with a competitor.
The group has entered into exclusive negotiations with Ennismore, owner of nine The Hoxton hotels and one Gleneagles.
Together, the two groups will create the world leader in lifestyle hotels, the most dynamic segment in the industry.
“This partnership will give new impetus to our ambition in the lifestyle field,”
explains Sébastien Bazin, CEO of Accor.
Thanks to this merger, we are innovating once again by creating the most important brand ecosystem. ”
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Accor will own two-thirds of the new entity, which will be an operator of hotels and restaurants whose walls do not belong to it.
Sharan Pasricha, founder of Ennismore, will own a third of the new company, which he will co-lead with Gaurav Bhushan, current CEO of the lifestyle division at Accor.
Based in London, Ennismore will bring together 12 brands and 73 hotels, pending the opening of 110 others already signed.
Seventy additional projects are under consideration.
Ennismore will also operate 150 restaurants and bars, all located in its hotels, which generate more than half of its revenue.
They are the DNA of these brands and the guarantee of the success of their business model.
“There are more than fifty lifestyle brands in the world,”
says Gaurav Bhushan.
They represent 2% of the offer but 10% of the opening projects.
At Accor, it was 5% and 25% respectively.
“More and more, travelers want an experience,”
insists the manager.