Ennismore cree que las marcas de estilo de vida pueden sobrevivir al modelo «todo incluido». Mondrian será la próxima prueba.

Key Points

• Ennismore is expanding all-inclusive beyond Rixos into lifestyle brands — Mondrian (opening in Cancun) and SLS — to capture premium 'white space' in a region dominated by mass-market players like RIU, Barcelo, and Sandals.
• Brand fit is selective: 'malleable, destination-based' brands like Mondrian and SLS work, while narratively entrenched brands like Delano don't, and the group insists the all-inclusive model must not swallow brand identity.
• The economics hinge on scale — high F&B and labor costs are offset by revenue predictability, premium-paying captive guests, and Ennismore's F&B expertise; the group now favors responsible, quality-led growth over hitting fixed resort-count targets.

Summary

Ennismore is extending its all-inclusive strategy beyond its dedicated Rixos brand into its lifestyle labels, with Mondrian's first all-inclusive resort — a 400-room property in Cancun owned by Murano Global Investment — set to open later this year. The move follows SLS Playa Mujeres and a Hyde property in Turkey, and aims to reposition all-inclusive as a premium lifestyle experience rather than the traditional buffet-and-wristband product, particularly in the Americas. Deputy CEO Phil Zrihen stresses that only "malleable, destination-based" brands like Mondrian and SLS suit the format (while more narratively entrenched brands like Delano do not), and that the model must not overwhelm brand identity. The economics depend on scale — high food, beverage, and labor costs are offset by revenue predictability, a captive premium-paying customer base, and Ennismore's existing F&B expertise. Ennismore currently has about 60 all-inclusive resorts open (mostly Rixos) with 20-plus in the pipeline, and while it once targeted roughly 100 resorts by 2027, Zrihen now declines to commit to specific numbers, emphasizing responsible, quality-led growth over mass expansion.