December 9, 2022

Back in 2020, during the height of the pandemic, French hospitality leader Accor announced the establishment of a new lifestyle entity named Ennismore, an innovative independent global collective of entrepreneurial and founder-built brands to create a new type of hospitality experience for guests.

A new Ennismore Partnership Studio will focus on brand growth and revenue generation through global strategic partnerships founded in the DNA of each of its brands. The hospitality company will look to build on partnerships with companies in areas like automotive, telecommunication, food and mixology, financial institutions to create opportunities to integrate partners into the guest experience, from product launches, events, and activations to co-branded retail products, partner investment opportunities and brand licensing. Essentially it is part business, part networking, and wellness reshaping how hospitality functions for guests’ contemporary needs.

The program is led by Michele Caniato, Chief Partnerships Officer of Ennismore, who is responsible for the brand’s strategic partnerships across all platforms, from dining to automotive, as well as the advancement of global lifestyle hospitality, design, and events.

One of the partnerships within this program was with GLOSSLAB. This strategic female-led brand was chosen because of demand. “Our customers wanted elevated salon offerings and we listened. GLOSSLAB is the best at what they do, so for us, the partnership felt like a natural next step. Simultaneously, we were able to champion the brilliant women behind, GLOSSLAB, the leader in manicure and nail grooming. In this day and age, it is simply not enough to offer water and snacks alone, we take a modern approach to hospitality, and for us, that means going a step further and providing access to items that enhance self-care right in the minibar. We aim to integrate products that help elevate the experience and increase a sense of wellbeing even when our client is on the run,” says Caniato.

For Caniato, now that we are returning to travel and in-person events, elevating the ambiance and experience matters more than ever. “Food and drink are so important for us. We have started a division with Ennismore called ‘Carte Blanched’ which is focused on food innovation, we have a team of over 15 people globally that are looking at the future of food and mixology.”

Unlike many hotel experiences that stop at the room alone, Ennismore aims to be all-encompassing, a truly 360-degree experience, striving for excellence across categories. “What makes us unique is that we curate every offering at our properties with the same level of thought and care that goes into the curation of our brand. Every experience at Ennismore is intentionally designed with customer ease and satisfaction in mind. We aim to be a one-stop-shop, we are not just a hotel but rather, a day club, night club, F&B venue, and spa all under one umbrella.” The ultimate goal is to create a sense of ease by providing everything a guest could want right in the hotel.

Wellness is another key offering Ennismore hopes to elevate by way of this partnership program. Recently, the brand collaborated with Therabody to bring guests the best in wellness tech, “We have partnered with Therabody, a leader in massage equipment, to provide the most comfort to our guests during their travels.” Therabody’s ethos is similar to Ennismore’s in that both brands have an endless thirst to innovate, improve, and enhance the consumer experience by way of healing amenities, comfort, and strategic partnerships. Therabody’s latest project with brand ambassador and investor, Karlie Kloss, Theraface Pro, brings percussive therapy to the face that allows for restorative facial treatments.

In the new normal, Caniato discusses how serving as a destination for locals is key in building sustainable hospitality rooted in a sense of community. “We are in the business of creating memories. Our hotels are becoming destinations not just for the traveler but also for the locals. And that is the future of hospitality, it’s not just about putting people in beds but it’s the total experience.”

“Every brand within the partnership program is unique; however, they are unified in their alignment with the pillars and values of our brand. This is particularly visible with Hoxton and 21c. as, these brands are rooted in the local community, and as a result, we have the opportunity and are always open to collaborating with local vendors and consequently local industry.”

“Ennismore has 14 hotel brands, over 90 properties and over 150 hospitality venues between the restaurant and mixology brands, spas, and nightclubs. This expansive range is one of the main reasons the brand is so unique. We offer a full 360-degree experience. When you consider partnerships, an integral part of the company, it goes without saying that there is an opportunity for collaboration at every touchpoint in the hotel, across every industry. This allows us to organically elevate the brand. To me, partnerships, the act of integrating innovative brands into the guest experience, is the future of hospitality.”

MALIN+GOETZ, the famed NY-based skincare, fragrance, and candle brand, rooted in a philosophy of “less, but better,” is another local Ennismore partner. “Our partnership with MALIN+GOETZ is very important to us. Through them, we’ve developed a custom-made scent for our hotels as well as a collection of large-format products for in-room toiletries. This is monumental, as it is significantly more sustainable and a conscious step towards reducing and ultimately eliminating our use of plastic, a major priority for the brand,” says Caniato.

“We are looking to companies that have innovative products, from food to wallpaper, to elevate the experience. We want to serve as a vessel for new and exciting things. We curate our partnerships such that they are innovative, unique, and different.”

https://www.forbes.com/sites/valentinadidonato/2022/04/30/how-hospitality-is-shaking-up-lifestyle-travel/