Accor’s lifestyle hospitality division, Ennismore, is making impressive strides in the hotel and resort sector, showcasing a remarkable 20% net unit growth this past year. With significant momentum in regions such as the Middle East and the Americas, Ennismore is not just adding to its portfolio but is strategically positioning itself to capture a rapidly evolving market. The company, known for its eclectic range of brands including SLS, Mondrian, Delano, and The Hoxton, has ambitious plans, aiming for 30 to 40 new hotel openings annually. This robust expansion reflects a calculated approach to hospitality, balancing tradition with innovation.
During a recent interview at ILTM Cannes, Ennismore’s founder and co-CEO, Sharan Pasricha, shared insights that shed light on the company’s dynamic growth trajectory. One key highlight was the booming success experienced in the Middle East, particularly with the recent opening of the Delano in Dubai. This launch signifies not just a geographical expansion but also a revival of the Delano brand, which is set to make a comeback in Miami after renovations. This dual approach is vital, as it encapsulates both the expansion into new territories while embracing established markets.
The Americas have historically been seen as a market where Ennismore could flourish further. The co-CEO expressed his belief that the U.S. is still somewhat under-penetrated regarding their brands. With multiple properties in the pipeline, including nine Hoxton hotels, the company’s commitment to solidifying its presence in this lucrative market is evident.
In addition to expanding its hotel footprint, Ennismore is venturing into the all-inclusive segment, an area that offers both challenges and opportunities. The SLS Playa Mujeres in Mexico marks the brand’s first foray into this arena, leveraging the expertise of its partner, Rixos, a pioneer in luxury-inclusive hospitality. By incorporating elements of lifestyle into the traditional all-inclusive model, Ennismore aims to provide a unique experience that attracts families while maintaining a playful atmosphere synonymous with the SLS brand.
This strategy not only expands the company’s offerings but also clearly demonstrates an understanding of evolving customer preferences as families look for more engaging and sophisticated vacation experiences. With comprehensive programming around entertainment and inclusive services, the SLS Playa Mujeres aims to redefine expectations associated with all-inclusive resorts.
Ennismore’s foray into loyalty programs with its 2023 launch of „Dis-loyalty“ exemplifies innovative customer engagement strategies. This subscription-based model allows guests to enjoy exclusive perks such as complimentary barista-style coffee and special discounts at new hotel openings. The concept stands out not just for its discounts, but for the emphasis on creating a personalized and rewarding experience for guests.
The rapid uptake of the app demonstrates that customers are responding positively to this fresh approach. Increased subscription numbers and solid customer reviews highlight how effectively Ennismore is bridging the gap between traditional loyalty models and modern consumer expectations. In a landscape where loyalty is often fleeting, the company’s ability to provide tangible benefits positions it favorably for sustained growth.
In contemporary hospitality, the role of food and beverage extends far beyond mere sustenance; it serves as a pivotal revenue driver and a cornerstone of guest experience. For Ennismore, over 60% of its revenue now comes from food and beverage operations, underscoring the importance of culinary offerings. Sharan Pasricha emphasizes the necessity of creative programming and storytelling within F&B, which allows venues to serve both guests and local patrons alike.
The challenge lies in striking a balance between catering to one-time visitors and cultivating a local culinary hotspot. Each destination presents unique demands, whether it’s the Italians’ penchant for elegant coffee rituals or adapting to different gastronomic cultures. By thoughtfully curating dining experiences that resonate with both locals and travelers, Ennismore continues to lead in lifestyle hospitality.
Ennismore’s impressive growth and adaptive strategies showcase a firm that is not only responding to current trends but is also thoughtfully shaping the future of hospitality. Through expansion into promising markets, innovative all-inclusive offerings, revitalized loyalty programs, and a robust food and beverage approach, Ennismore is setting itself up for sustained success in a competitive arena. As the hospitality sector continues to evolve, companies like Ennismore that prioritize creativity, community engagement, and experiential offerings will likely stay ahead, ready to capitalize on emerging opportunities.
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