Lifestyle über alles. Accor had already made contemporary and design hotels its main focus. The French group has made no secret of its growth ambitions in this area. buoyant segment with travellers. This strategy led to the acquisition of stakes in innovative brands such as Mama Shelter, 25hours, 21c Museum Hotels or within the American group SBEto head up the Delano, SLS, Mondrian and Hyde brands. All this, alongside the in-house launches of Jo&Joe, Tribe and So/. These are all brands with a contemporary taste and a strong brand image. strong development potential Although lifestyle activities still only account for 5 % of Accor's revenues, they represent 25 % of the pipeline, with a number of new openings in Mondrian and Tribe.
To go even further, and with the ambition of creating the world's largest lifestyle hotel operatorAccor has announced a new merger. The French group has entered into exclusive negotiations with Ennismore, a company founded in London in 2011 by the entrepreneur Sharan Pasricha and known for its trendy hotels The Hoxtonpresent at LondonAccor will also be present in the United States, in New York, Los Angeles and Chicago. The deal is expected to close in the first half of 2021, creating a new entity to be known as Ennismore, partly owned by Sharan Pasricha, but with Accor as the majority shareholder.
In addition to Hoxton, Ennismore's portfolio also includes the following establishments coworking spaces Working FromThe Sibling range of low-cost hotels, two prestigious estates - the prestigious Gleneagles resort in Scotland and Eynsham Hall manor house in Oxfordshire - and several trendy bar and restaurant concepts. " I'm passionate about the feelings that brands can generate, from personalising the digital experience to design. This exciting project that we are carrying out with Accor (...) will enable us to combine our portfolios of exceptional brands, accelerate our growth and explore new horizons. "said Sharan Pasricha.
Co-directed by the founder of Ennismore and Gaurav Bhushan, CEO of Accor's new Lifestyle division, the entity will bring together 12 brands and 73 hotels in operation. In addition, more than 110 hotel projects have been signed and 70 others are under study. " Our combination with Sharan and the talented teams that make up Ennismore represents a key step in the Accor group's development strategy. It is an opportunity for us to build an unrivalled portfolio of exceptional brands. "said Gaurav Bhushan.
To ensure the dynamism of these brands, the entity will have an in-house design studio design, digital and technology experts and restaurant concept specialists. These teams will be able to draw on the expertise of the brand founders, including the Trigano family for Mama Shelter, Christoph Hoffman at 25h and Sam Nazarian at sbe, to extend their original spirit.
At least, this is what has been announced, as Accor also intends to acquire the entire share capital of Mama Shelter and 25hours as part of the creation of this new entity. The French group has already finalised the acquisition of 100 % of sbe's asset light business. This represents an investment of 300 million euros, demonstrating that, despite the current crisis and a net loss of around €1 billion by 2020However, Accor still has considerable liquidity at its disposal, which means it can look forward to a brighter future. " This new organisation is set to become the driving force behind our future growth.said Sébastien Bazin, CEO of the Accor group. Lifestyle, entertainment and places with a soul have been at the heart of our development and growth strategy for many years. "
