Accor's Ennismore lifestyle division has teamed up with the resort brand Our Habitas.

Lifestyle hotels remain an essential trend in the hospitality sector.

Ennismore, a collection of lifestyle hotel brands primarily owned by Accor, is collaborating with the culturally influential resort brand Our Habitas. This partnership signifies that Ennismore will oversee the management and expansion of the Our Habitas brand moving forward.

Currently, Our Habitas operates ten luxury lifestyle resorts in destinations such as Mexico, Saudi Arabia, Chile, and Namibia. According to the announcement from Ennismore and Our Habitas, a significant portion of the brand's future hotel developments is set for Saudi Arabia and Asia.

Accor CEO Sébastien Bazin, who also serves as the executive chairman of Ennismore, stated, "Our Habitas has carved out a unique position in luxury hospitality, presenting breathtaking destinations to adventurous travelers in search of unforgettable experiences and unexpected discoveries."

Bazin added, "Its carefully crafted positioning aligns seamlessly with our Ennismore collective, complementing our lifestyle and personalized approach to hospitality. We are excited to collaborate with experienced investors who have been long-time partners of Accor and Ennismore, and are eager to boost the growth of Our Habitas in the upcoming years."

If you’re not yet acquainted with Our Habitas, the brand focuses on "experiential luxury," featuring properties that emphasize themes such as philanthropy, art, wellness, cuisine, adventure, and education. Oliver Ripley, co-founder and CEO of Our Habitas, will maintain the brand’s creative direction.

No longer the sole contender in the lifestyle hotel arena.

This brand expansion occurs at a pivotal moment for Ennismore. The lifestyle hotel collective has been a key player in encouraging major brands to enter this hospitality sector. Bazin highlighted earlier this month at the NYU International Hospitality Industry Investment Conference that lifestyle hotels represent less than 20% of Accor's total room inventory but account for 45% of its growth.

However, competitors of Accor and Ennismore are entering this market segment — and they seem to be advancing at a considerably quicker rate.

Ennismore is adding several hotels each year, while Hilton announced this month its intention to launch 100 lifestyle hotels in 2024 alone, aiming to double its overall lifestyle portfolio to 700 hotels by 2028. Marriott's lifestyle brands—including W Hotels, Edition, and Autograph Collection—are among the most recognized in the industry. Ennismore reports that its entire development pipeline exceeds 100 hotels.

Even smaller brands occasionally chip away at Ennismore's portfolio: Virgin Hotels is set to take over the Mondrian London Shoreditch later this year, marking the second time a Mondrian has closed in London in just five years.

This is particularly significant, as Accor had previously labeled this property as a European flagship for the brand when it opened in 2021.

While incorporating brands like Our Habitas is a strategy for Ennismore's growth, it is equally crucial to preserve and defend the existing portfolio against competitors to ensure continued success and maintain traveler loyalty within the company's lifestyle ecosystem.