In only 13 years, Ennismore has grown from a single property to more than 170 hotels, and it has taken an unusual approach: keeping core operations like restaurant concepts, interior design, and digital marketing under its own roof rather than outsourcing to third parties.
The company, majority owned by Accor, says it will continue with the strategy as it plans to nearly double its hotel portfolio over the next several years — including opening more than 20 hotels and 35 restaurants this year.
Founder and co-CEO Sharan Pasricha said that Ennismore's in-house approach is critical to maintaining consistency as it expands beyond its origins in Western Europe.
Ennismore has over 120 properties under development:
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Australia will see three brand debuts: Mondrian Gold Coast (a luxury hotel), Hyde Perth (a bohemian-inspired hotel), and 25hours Hotel Sydney (a cinema-themed property in the former Olympia Theatre).
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Europe will get its first SLS property in Barcelona, featuring over 470 rooms and an undulating façade inspired by Mediterranean waves.
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Ennismore aims to resurrect the iconic Delano hotel in Miami Beach, which helped define South Beach's 1990s renaissance. The multi-year renovation of the 170-room Miami hotel, scheduled to open in late 2025, promises to maintain the original's Art Deco bones while updating its pool scene for the Instagram era. Last year, Ennismore relaunched the Delano brand with a property in Dubai.
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The Hoxton, Ennismore's first brand, continues its expansion with new properties in Florence (late-Renaissance palazzo), Edinburgh (11 connected Georgian townhouses), and Dublin (restoring the former Central Hotel and its Library Bar).
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Middle East development projects include multiple Rixos all-inclusive resorts in Egypt and Saudi Arabia, plus Mondrian Abu Dhabi and SLS Red Sea.
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Singapore will add a Mama Shelter (the brand's twentieth location globally) to the Orchard Road area.
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The company is in "active talks" to open properties in India and other new markets.
Don't Just Sell Rooms, Sell Stories
Pasricha emphasized that the success of lifestyle hotels hinges on three factors: creative storytelling, strategic space programming, and the ability to generate significant non-room revenue.
Ennismore properties derive "over 60% of revenue" from sources outside accommodations, he said. High gross margins have multi-year momentum and aren't driven by initial buzz for mostly young and new operations, he said.