HotelsMag March-April 2022 | Page 36

attention for developing The Hoxton brand and continues to hold a 33.33 % share .
It is no wonder that the local audience is key to Ennismore ’ s success . Not only does it give properties the preferred vibe , but 40 % to 60 % of all revenue comes through F & B , and that business is predominantly generated by locals . So , that experience must be managed quite carefully .
Bhushan says there are some 40 different F & B concepts across the system today and Ennismore will develop several new ones every year to implement as the company moves into new markets . For example , as it renovates the venerable Sanderson and St . Martins Lane hotels in London , fresh and more relevant restaurants will be launched , as well .
“ You really create a point of difference with relevant concepts which truly apply to London today ,
Public space at TRIBE in Paris
as opposed to a couple of decades ago ,” Bhushan says . “ Locals don ’ t like coming to hotels because they feel out of place … We ’ re trying to make these hotels feel like part of their communities . Travelers are actually more attracted to stay there because they think they ’ re
COMBINING CO-WORKING WITH A FULLY INTEGRATED LIFESTYLE PLATFORM – I DON ’ T BELIEVE ANYONE HAS DONE THAT REALLY SUCCESSFULLY . WE BELIEVE WE ’ RE RIGHT AT THE FOREFRONT . OUR NUMBERS SPEAK FOR THEMSELVES , AND WE WILL EVOLVE THAT MORE .
– GUARAV BHUSHAN
in a place where they can actually interact with people from the neighborhood .”
The other local component driving business is co-working , especially at the Hoxton , and Bhushan says the Working From _ concept will continue to be implemented across most Ennismore brands . “ Combining co-working with a fully integrated lifestyle platform – I don ’ t believe anyone has done that really successfully . We believe we ’ re right at the forefront . Our numbers speak for themselves , and we will evolve that more .”
Success with co-work , Bhushan says , is all about execution and for Ennismore it means making it an integral part of the building envelop . “ Where I am working from today , our office is in the co-working space at the Hoxton London in Southwark . We have 750 desks here all sold out with a long waiting list . But what makes it interesting and successful is that it ’ s part of a bigger lifestyle ecosystem . You have the hotel , the bars and restaurants , a destination where people are not just happy to
34 hotelsmag . com March / April 2022