The landscape of lifestyle hospitality is undergoing a significant transformation, driven by innovative strategies and forward-thinking leadership. At the forefront of this evolution is Ennismore, the lifestyle hospitality arm of the Accor group, which has recently reported impressive growth figures. This article delves into Ennismore’s expansion plans, strategies for all-inclusive offerings, the role of hospitality loyalty programs, and the vital connection between culinary experiences and the overall guest experience.
Ennismore has charted an ambitious course for expansion, achieving a remarkable net unit growth of approximately 20% this year alone. This growth is primarily fueled by momentum in various global markets, notably the Middle East and the Americas. Here, brands like SLS, Mondrian, Delano, and The Hoxton are not just surviving; they are thriving, with the Middle Eastern region emerging as a significant success story for the group.
Individual brands within the Ennismore portfolio are set for exciting developments. For instance, the recent opening of the Delano in Dubai marks a resurgence for the brand in the vibrant hospitality scene of the city. Meanwhile, preparations are underway for the Delano’s return to Miami, where it is currently undergoing renovations. Such strategic moves reflect a careful consideration of local market dynamics and consumer preferences in these key regions.
Moreover, Ennismore’s future looks promising with plans for an average of 30 to 40 hotel openings each year, a clear indication of confidence in the brand’s appeal and strength across various markets. Particularly noteworthy is Ennismore’s commitment to increasing its footprint in the U.S., which has historically been an under-penetrated market for the group.
As the hospitality industry continues to evolve, Ennismore is exploring innovative approaches to all-inclusive experiences. The upcoming SLS Playa Mujeres in Mexico is poised to be the brand’s first all-inclusive venture, drawing insights from partners such as Rixos, who set a precedent in luxury-inclusive hospitality. The intent is to create an all-encompassing experience that goes beyond traditional all-inclusive offerings by incorporating lifestyle elements that appeal to modern travelers.
This unique all-inclusive model aims to blend family-friendly amenities with the vibrant spirit that the SLS brand embodies. This approach not only showcases the versatility of Ennismore’s brands but also highlights its commitment to innovation, as the company seeks to attract a broader range of guests, from families to social travelers.
In a world increasingly shaped by consumer preferences for personalization, Ennismore has launched the innovative loyalty program titled “Dis-loyalty.” This program breaks away from traditional loyalty schemes by offering unique benefits such as a daily complimentary barista-made coffee and reduced prices at newly launched hotels. The idea is to cultivate a loyal community while making hospitality accessible and appealing to a diverse audience.
Since its inception, the Dis-loyalty program has seen remarkable uptake, demonstrating that an engaging loyalty initiative can significantly enhance customer retention and satisfaction. The introduction of a dedicated app additionally streamlines the guest experience, allowing for easier access to benefits and reservations. Feedback from users has been overwhelmingly positive, affirming the program’s relevance in today’s hospitality environment.
The Essential Role of Food and Beverage
A distinguishing aspect of Ennismore’s business model is its emphasis on food and beverage (F&B) ventures. Remarkably, over 60% of the group’s revenue stems from sources outside traditional hotel room bookings, underscoring the importance of creating a comprehensive dining experience for hotel guests and local residents alike.
The strategy for F&B is rooted in creative storytelling and programming, aimed at crafting a unique culinary ambiance that resonates with both hotel patrons and the local community. In the competitive world of lifestyle hospitality, hotels are not merely places to stay—they are becoming culinary destinations. The balance between catering to the preferences of regular hotel guests and attracting discerning locals adds complexity, but it is essential for cultivating a vibrant dining culture.
Ennismore recognizes that dining is not a one-size-fits-all experience; rather, it varies from city to city. For example, cultural preferences, such as the Italian penchant for standing and sipping espresso, must be considered when designing F&B strategies in different locations.
Ennismore stands at the crossroads of tradition and innovation, poised to reshape the landscape of lifestyle hospitality. With its ambitious expansion plans, innovative loyalty programs, pioneering all-inclusive offerings, and an unwavering commitment to elevate the culinary experience, the brand is well-positioned to thrive in the ever-evolving hospitality market. As it continues to hone its strategies and adapt to emerging traveler needs, Ennismore is not just keeping pace with industry trends but is also setting them.
Leave a Reply