Life Style

Creating a new universe for the development of lifestyle brands

Cédric Gobillar, CEO of Ennismore Southern Europe, and Jan Di Tullio, Chief Commercial Officer of Accor Southern Europe, speak at the Hotel Operators Forum about the joint venture between Accor and Ennismore, which has enabled the two companies to join forces and grow in the fast growing lifestyle segment. .

new trend

Cédric Gobillar: Accor launched Lifestyle in 2017, and how does it benefit today? What synergies have been created? How has Accor benefited from this lifestyle experience?

First, we will redefine what a lifestyle is. We saw a certain trend emerging that came from clients and travelers wanting to live differently, with a more local and more cultural approach. At the same time, we have witnessed the emergence of new brands such as Mama Shelter, 25hours and Mondrian, as well as personalities such as Jan Schrager working on new concepts.

Gradually, we realized that a new trend had emerged, which opened our eyes to the fact that the hotel is becoming a place to live. The very principle of lifestyle is that the most important thing is in F&B, which accounts for more than 60% of turnover. With the current recovery, whether in Paris, Germany or the provinces, our overall turnover is more than 65% from catering. Therefore, it becomes interesting in terms of m² optimization.

Among the pillars of the lifestyle, we first find design, whether it’s Mama Shelter with Philippe Starck, Soho with big designers. He always has a design logic, but it’s not a pure design, he also has lighting designers and sound designers. This is a global experience. If you want to create a fashionable product, design is essential.

So at The Hoxton, 25hours or even SLS, retail and investment is concentrated in the common areas. Rooms are obviously needed, but he did a great job in the common areas. Since 65% of turnover comes from F&B,…

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