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Accor Joins Forces With Hoxton Hotels Owner to Form Lifestyle Brand Giant

Cameron Sperance
Hoxton Paris Lobby

Photo Credit: Accor is buying out the remaining half of SBE to form an independent lifestyle hotel entity with Ennismore, owner of The Hoxton brand of hotels (pictured: the Hoxton, Paris). Ennismore

Skift Take

Accor CEO Sebastien Bazin previously said lifestyle hotels will be a key source of growth moving forward. By orchestrating a merger with Ennismore and the full buyout of SBE, one the largest hotel deals so far of the pandemic, Bazin just underscored that point.

Accor continued its focus on lifestyle brands Tuesday with plans to join forces with Ennismore, the owner of Hoxton Hotels. The two hotel brands' resulting lifestyle entity, which will be called Ennismore, will be headquartered in London and jointly led by Gaurav Bhushan — CEO of Accor's lifestyle division — and Ennismore CEO Sharan Pasricha. The 73 hotels making up the combined company include brands like Hoxton, Gleneagles, SLS, Delano, and Mondrian. The entity will be two-thirds owned by Accor and a

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