In a rapidly changing hospitality landscape, Ennismore, the lifestyle hospitality division of Accor, has carved out a distinct niche by blending luxury, innovation, and cultural awareness. With an impressive 20% net unit growth reported this year, the company’s strategic advancements are driven by their broad appeal across multiple regions, including the Middle East and the Americas. This article delves into the company’s growth trajectory, innovative loyalty programs, all-inclusive strategies, and the critical role of food and beverage in its broader business model.
Ennismore’s growth is particularly notable in its emerging markets, where its distinct brands have found a warm reception. Spearheaded by Sharan Pasricha, the founder and co-CEO, the company has successfully revitalized iconic names such as SLS and Delano. Highlighting the success of the newly opened Delano in Dubai, Pasricha emphasizes this location as part of a broader strategy to rejuvenate and expand their legendary brands. The anticipated reopening of the SLS in Miami, currently under renovation, further signifies Ennismore’s commitment to ensuring that such historical brands thrive.
What stands out in Ennismore’s approach is its deliberate emphasis on the U.S. market, which Pasricha admits has previously been underutilized. With eight new hotels within The Hoxton brand scheduled to open within the next 18 months in the U.S. alone, the company is poised to capitalize on this previously overlooked market. This assertion illustrates a broader trend among hospitality brands to engage more deeply with locations where they have significant historical ties.
One of the more intriguing developments within Ennismore’s portfolio is its strategic foray into the all-inclusive sector, starting with the SLS Playa Mujeres in Mexico. The company’s partnerships with established entities like Rixos to tap into the luxury all-inclusive market illustrates a calculated move to blend traditional luxury with a family-friendly atmosphere. By reimagining the all-inclusive experience through the lens of their established lifestyle brand ethos, Ennismore aims to attract a diverse clientele, acknowledging the evolving preferences of modern travelers. This holistic approach could redefine expectations surrounding luxury vacation experiences.
Revolutionary Loyalty Programs
In the realm of customer loyalty, Ennismore launched its subscription-based loyalty initiative, Dis-loyalty, in 2023, a concept that turns traditional loyalty programs on their head. Offering unique perks such as complimentary coffee, substantial discounts for first-time visitors, and exclusive access to new hotel openings, the program is not your typical points-based loyalty scheme. Pasricha’s insight into customer preferences reflects a dynamic understanding of how modern consumers engage with hospitality brands.
The positive reception of the new app launched alongside this program has been a game changer, further boosting customer engagement and satisfaction. With increased utilization and growing subscriptions, it’s evident that Ennismore is successfully cultivating a community of loyal customers who appreciate personalized experiences over generic rewards.
A standout feature of Ennismore’s lifestyle offerings is its focus on food and beverage, accounting for over 60% of its revenue. Pasricha’s commitment to creative culinary storytelling signifies a deep understanding that the dining experience can be a powerful differentiator in the hospitality space. Each property is tailored not only to meet the needs of guests but also to become a gastronomic destination for locals.
Such strategic integration of food and beverage presents unique challenges, but it is also an opportunity to foster local connections and elevate the overall guest experience. The thoughtful curation of restaurant concepts that resonate with local culture—such as serving espresso in a context that aligns with Italian coffee culture—demonstrates how Ennismore tailors its offerings to each location’s unique characteristics.
Ennismore’s success lies in its vision to synthesize luxury with lifestyle, creating experiences that resonate on multiple levels—from regional expansions and innovative offerings to groundbreaking loyalty strategies and culinary excellence. By acknowledging and adapting to market dynamics, the company is positioning itself for sustained growth and relevance in a competitive industry. As Ennismore continues to navigate the complexities of the hospitality landscape, its ability to fuse deep brand heritage with contemporary consumer preferences will likely keep it at the forefront of the lifestyle hospitality sector for years to come.