Ennismore's Major Brands, Explained by Skift

25.08.2023 - 12:51 / skift.com / Asia Pacific

Ennismore is a forerunner in the lifestyle space, with hotel, resort, and coworking brands — plus the Rixos all-inclusive brand, Paris Society venues, and dozens of restaurants and bars. The fastest-growing lifestyle hospitality company has 16 brands, with 137 hotels and resorts and over 160 in the pipeline.

Ennismore is led by founder and co-CEO Sharan Pasricha, alongside co-CEO Gaurav Bhushan — who entered into an all-share joint venture with Accor (the Paris-based hospitality giant) in 2021. Accor has a majority shareholding.

For brand insights, we spoke to Philippe Zrihen, head of Americas and chief operating officer.

We’re listing Ennismore’s brands in rough order from economy up to luxury. That said, Ennismore doesn’t typically compare its brands on price point but more around segments, positioning, and tone of voice because daily rates will vary by location and property type.

JO&JOE

Global Footprint: 6 hostels in 4 countries. 11 properties in the pipeline.

Ennismore Take: “A new hybrid hostel destination at an affordable price. Open to travelers and locals, dedicated to celebrating togetherness and having fun.”

Skift Take: One of Ennismore’s newest brands, JO&JOE, offers a higher-end hostel experience focusing on design and city living. Its public spaces, such as its trendy bars, encourage guests to mingle — without forcing it.

Working from_

Global Footprint: 2 workspaces across 2 countries. 1 property in the pipeline.

Ennismore Take: “Like working from home, without the distractions. Homey design meets flexible memberships and transparent pricing. The brand will be rolled out across Ennismore’s other “lifestyle collective” brands under the name Working From, yet the look and design of the brand and space will mirror that of the brand it goes into [rather than be Hoxton-flavored].”

Skift Take: Created from the idea of working in The Hoxton lobbies, Working from­­­­_ is Ennismore’s first major step into the coworking space. It’s currently available within two Hoxton hotels (soon to be a third).

Trib e

Global Footprint: 11 hotels. 43 properties in the pipeline. 7 countries.

Ennismore Take: “A design-driven experience, focusing on the things that matter, giving guests everything they need and nothing they don’t. A mid-scale brand with a more subdued color palette.”

Skift Take: Since its doors opened in 2017 in Australia, Tribe has been one of the fastest-growing design hotel brands, especially in Asia Pacific and Europe. Its micro-sized, functional rooms enable affordability. The urban brand strives to deliver a lifestyle feel through its surroundings rather than in-your-face activations. Tribe is aiming for roughly 10 openings a year through 2028, on average. Owners like its easy cost