The co-working space at The Hoxton London in Southwark
INVESTMENT
LOCAL VIBE drives Ennismore ’ s ambitions
WITH A PIPELINE OF MORE THAN 157 PROPERTIES , THE MAJORITY- OWNED ACCOR PLATFORM HAS ITS MULTI-BRANDED POSITIONING DOWN AND CO-CEOS WHO COMPLEMENT EACH OTHER ’ S STYLE .
by JEFF WEINSTEIN , EDITOR IN CHIEF
“
Lifestyle ecosystem ” is the word Gaurav Bhushan uses to describe the positioning of hotels in the Ennismore portfolio . The co-CEO , along with Sharan Pasricha , believes a combination of creative F & B , a locally infused environment and of-the-moment amenities such as co-work are what makes the lifestyle platform 67 % owned by Accor special . It creates the very crucial point of difference in the very crowded lifestyle hotel segment . “ What our owners and customers want from us more than anything else is a unique experience . That ’ s where it starts and stops ,” Bhushan told HOTELS during a January interview . “ Our entire focus is on integrating ourselves into the local community and not just being a destination for travelers . It is as much , if not more , about locals .” Creating and enhancing that lifestyle ecosystem is what drives Ennismore as it grows from a platform that in mid-January stood at 90 hotels open ( 17 opened in 2021 ) and a record 157 in the pipeline . “ SLS , Mondrian , 25hours , Mama Shelter , The Hoxton and TRIBE are the brands that are really powering our pipeline in different parts of the world ,” he adds . Other brands in the Ennismore system include 21c Museum Hotels , Delano , Gleneagles , Hyde , JO & JOE , Morgans Originals , SO / and Working From _, the co-work platform that continues to be a major emphasis across the portfolio .
Ennismore is also capitalizing on the muscle of Accor , which in October 2021 finalized a deal to take a 66.67 % share of the company founded by Pasricha , who gained
32 hotelsmag . com March / April 2022