Skip to content

Accor and Hoxton unite to create a new family of boutique hotels

Nov. 24, 2020
3 min read
Accor and Hoxton unite to create a new family of boutique hotels
This post contains references to products from one or more of our advertisers. We may receive compensation when you click on links to those products. Terms apply to the offers listed on this page. For an explanation of our Advertising Policy, visit this page.

Europe's largest hotel brand, Accor, has struck a deal with London-based hospitality owner and developer Ennismore to form a group of hotel and hospitality brands.

The new entity will take the name Ennismore and will serve as the "umbrella" group for the following brands: The Hoxton, Gleneagles, Delano, SLS, Mondrian, SO/, Hyde, Mama Shelter, 25Hours, 21c Museum Hotels, Tribe, Jo&Joe and WorkingFrom_, a coworking brand by The Hoxton.

Accor also announced in a press release that it would take "full ownership" of sbe hotel brands, which includes the Delano, SLS, Mondrian and Hyde brands, allowing for a neater integration of the brands that will make up the new Ennismore group.

Two-thirds of the group will be owned by Accor, while Ennismore's founder Sharan Pasricha will own the remainder. Mr. Pasricha will serve as co-CEO with Gaurav Bhushan, Accor's chief development officer, as reported by the Financial Times.

This venture reflects a larger shift in the industry where hotel companies are looking at ways to earn more revenue from other sources besides people spending nights in hotel rooms. This pattern began to take hold before the pandemic, but it's certainly accelerated since COVID-19 as hotels have faced record-low levels of occupancy and revenue.

For more TPG news delivered each morning to your inbox, sign up for our free daily newsletter.

Sign up for our daily newsletter

Considering the brands that will make up the new Ennismore group, it's easy to see this trend playing out in real-time. Many of the hotels -- especially with brands like The Hoxton, SLS and Mama Shelter -- serve in their communities as a gathering spot for locals in addition to visitors. This is achieved by creating appealing common spaces with bars, restaurants, pools and more that act as attractions in their own right.

According to a press release, the new group will have 73 hotels across 12 brands on day one, with a further 110 future hotels committed, 70 in negotiations and about 150 restaurants and bars. And, the new group will "benefit from an in-house global creative studio, designing award-winning interiors and brand communication; an expert digital and technology team innovating the guest experience; and a team of restaurant and bar specialists crafting unique concepts rooted in their neighborhoods," according to the release.

There's no word yet on whether the hotels in the newly formed group will participate in Accor's ALL - Accor Live Limitless loyalty program but there's a good chance they will, given Accor's majority ownership in the new venture and the fact that many of the properties already do.

Per the press release, the merger is expected to close in the first half of 2021, subject to regulatory approvals.

Featured image by (Photo by Melanie Lieberman / The Points Guy)

Top offers from our partners

How we chose these cards

Our points-obsessed staff uses a plethora of credit cards on a daily basis. If anyone on our team wouldn’t recommend it to a friend or a family member, we wouldn’t recommend it on The Points Guy either. Our opinions are our own, and have not been reviewed, approved, or endorsed by our advertising partners.
See all best card offers

TPG featured card

Best for earning alternative rewards for travel purchases
TPG Editor‘s Rating
Card Rating is based on the opinion of TPG‘s editors and is not influenced by the card issuer.
3 / 5
Go to review
Apply for Credit One Bank Wander® Card
at Credit One Bank's secure site

Rewards

1 - 10X points
10XEarn 10x points on eligible hotels and car rentals booked through the Credit One Bank travel partner site
5XEarn 5x points on eligible travel, dining, and gas
1XEarn 1x points on all other purchases

Intro offer

Earn 10,000 Bonus Points
Earn 10,000 bonus points after spending $1,000 on eligible purchases in the first 90 days and redeem for a $100 statement credit, gift cards, or travel

Annual Fee

$95

Recommended Credit

Fair/Good
Credit ranges are a variation of FICO© Score 8, one of many types of credit scores lenders may use when considering your credit card application.

Why We Chose It

The revamped Wander Card from Credit One Bank earns cardmembers up to 10 points per dollar spent on eligible travel purchases. With no foreign transaction fees, the card is also great for international travel. However, points earned from this card can only be used at a fixed value, so it may not be the best option for those striving to get maximum value from their rewards.

Pros

  • This card has no foreign transaction fees and earns up to 10 points per dollar on travel purchases through the Credit One Bank travel partner site.

Cons

  • While cardholders can earn a significant amount of points on travel purchases, there isn't any way to redeem points from the Wander Card for maximum value (beyond 1 cent per point).
  • Earn 10,000 bonus points after spending $1,000 on eligible purchases in the first 90 days and redeem for a $100 statement credit, gift cards, or travel
  • Earn 10x points on eligible hotels and car rentals booked through the Credit One Bank travel site
  • Earn 5x points on eligible travel, dining, and gas
  • Earn 1x points on all other purchases
  • Redeem your reward points for statement credits, gift cards, merchandise, flights, hotels, and more
  • With $0 Fraud Liability, you won’t be responsible for unauthorized charges
  • Free Online Credit Score and Credit Report summary, terms apply
  • If you are a Covered Borrower under the Military Lending Act, you may get a different offer
  • See Rates & Fees
Apply for Credit One Bank Wander® Card
at Credit One Bank's secure site
Terms & restrictions apply. See rates & fees
Best for earning alternative rewards for travel purchases
TPG Editor‘s Rating
Card Rating is based on the opinion of TPG‘s editors and is not influenced by the card issuer.
3 / 5
Go to review

Rewards Rate

10XEarn 10x points on eligible hotels and car rentals booked through the Credit One Bank travel partner site
5XEarn 5x points on eligible travel, dining, and gas
1XEarn 1x points on all other purchases
  • Intro Offer
    Earn 10,000 bonus points after spending $1,000 on eligible purchases in the first 90 days and redeem for a $100 statement credit, gift cards, or travel

    Earn 10,000 Bonus Points
  • Annual Fee

    $95
  • Recommended Credit
    Credit ranges are a variation of FICO© Score 8, one of many types of credit scores lenders may use when considering your credit card application.

    Fair/Good

Why We Chose It

The revamped Wander Card from Credit One Bank earns cardmembers up to 10 points per dollar spent on eligible travel purchases. With no foreign transaction fees, the card is also great for international travel. However, points earned from this card can only be used at a fixed value, so it may not be the best option for those striving to get maximum value from their rewards.

Pros

  • This card has no foreign transaction fees and earns up to 10 points per dollar on travel purchases through the Credit One Bank travel partner site.

Cons

  • While cardholders can earn a significant amount of points on travel purchases, there isn't any way to redeem points from the Wander Card for maximum value (beyond 1 cent per point).
  • Earn 10,000 bonus points after spending $1,000 on eligible purchases in the first 90 days and redeem for a $100 statement credit, gift cards, or travel
  • Earn 10x points on eligible hotels and car rentals booked through the Credit One Bank travel site
  • Earn 5x points on eligible travel, dining, and gas
  • Earn 1x points on all other purchases
  • Redeem your reward points for statement credits, gift cards, merchandise, flights, hotels, and more
  • With $0 Fraud Liability, you won’t be responsible for unauthorized charges
  • Free Online Credit Score and Credit Report summary, terms apply
  • If you are a Covered Borrower under the Military Lending Act, you may get a different offer
  • See Rates & Fees