Industry Update
Press Release15 March 2021

Lifestyle Hotels Broaden Accor's Horizons

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They are unique, in touch, and cater to every whim. The Lifestyle segment treats guests to a different experience at each hotel, every time. The concept is rocketing and nothing can stop it now. Accor was one of the first to glimpse its potential. Now it is organizing its product range and solidifying its positions to be ready when the market restarts.


"Mama loves you". Take a second to think about that tagline: Mama Shelter rewrote every rule in the book when it showered its love on a new concept, boutique hotels, at a time when the market was scrambling to standardize. That was in 2008 and its first hotel opened in Belleville, a non-touristy, multicultural part of Paris. The location was atypical. So were the design, ambience and services. The experience was like nothing ever seen before. And guests loved it back.

Mama Shelter and the broader Lifestyle hospitality concept have since spread around the world, and new brands have appeared. The growth has been exponential: from 2014 to 2019, the number of available rooms more than doubled from 115,000 to 240,000. This fresh take on travel inspired Accor, which had been expanding its choice of products for several years. The strategy shifted up a gear in 2020 with the inception of Ennismore, which brings together the most trailblazing independent operators in the Lifestyle universe - it created The Hoxton - and Accor's Lifestyle portfolio. Ennismore thus became the world's largest operator of Lifestyle hotels with a 12-brand portfolio including 25hours, Hyde, Mondrian, SLS, and JO&JOE.

A clean break from traditional codes

Personality is one of the key success factors in Lifestyle. And that personality has a lot to do with a brand's founders—Mama Shelter's Serge Trigano, CitizenM's Rattan Chadha or sbe's Sam Nazarian, say. It's their talent that makes each hotel real and one-of-a-kind.
Then, soft skills reign in Lifestyle hotels. Beyond the product per se, the relaxed but thoughtful reception staff, the décor and even the fragrances and music intertwine to create the singular feel, enrich the experience and instill it with meaning. And there's another constant in these hotels: Food & Beverage and Entertainment combined account for at least 45% of their revenues.
That is why they appeal to people living in the same neighborhood and to people living halfway around the world. They drop in for dinner or drinks, to work or relax, to meet others or just chill. They want to be there and be seen there. And they want to show it: Lifestyle is a perfect fit for social networks in general and Instagram in particular. They are invariably part of the experience nowadays, and this trend is reaching every generation.

Mainstreaming unique

Hilton (Motto), IHG (Indigo), Marriott (Moxy, Aloft), Best Western (Aiden), Hyatt (Caption), Hoshino Resorts (Kai), sbe (Mondrian, SLS, Delano, Hyde) and Melia (Me) are a few of the many operators that have embraced this trend. The first boutique hotels lured high-class clients. But the brilliant thing about the Lifestyle universe is that its atypical slant can work magic in every segment from economy to luxury. Accor has played a prominent role mainstreaming this unique component by diversifying its positions from the outset. Jo&Joe recast youth hostels with shared rooms for groups and decors that guests could enjoy together and connect in. And, most recently, TRIBE, a brand born in Australia, opened its first Parisian hotel in Batignolles in 2020, which radiates upmarket class and a distinctly urban vibe.

This trend is here to stay. We are no longer traveling, consuming or working the way we did before the health crisis. And we are keener than ever on self-pampering, authenticity, meaning and emotion. We are keener to reach out and connect with others. Lifestyle is the perfect answer to all of that. It thrives with it and shines a light on it. And even though it only accounts for 5% of Accor's revenues today, the Group is investing and plans to grow its Lifestyle range by 25%. With the latest acquisitions, it will be opening 180 hotels and 150 restaurants and bars over the coming years.

As Lifestyle hotels continue to flourish around the world, the number of rooms is expected to double by 2023 notwithstanding the health crisis. Because, in the world on the other side, the need and desire for experiences brimming with meaning and a genuine local look and feel will gain even more value.

Lifestyle development in facts and figures

The worldwide market:
- x2 the number of rooms planned in 2023 vs. 2019, worldwide (480,000 rooms)

Lifestyle at Accor: - x22 the number of Lifestyle hotels in 4 years
- 40+ hotel agreements signed in 2020
- x3 the number of hotels by 2023
- 25% more revenue should be generated by Lifestyle (5% today)

Related Brands


The brainchild of Sam Nazarian, SLS Hotels has created a new paradigm in the luxury hotel experience that speaks to a global, sophisticated tribe. Taking service and luxury standards from traditional 5-star hotels and injecting elements of creativity and community, SLS delivers a guest experience that seamlessly delivers service, style and fun.
brand information


At 25hours, we create individualized, made-to-measure hotels with personality in vibrant cities. Every unique, playful 25hours hotel has a soul inspired by its location and shaped by the art, culture, gastronomy and stories of its surroundings.
brand information


Mondrian is a place to see-and-be-seen. Here we believe in the perfect moment, where confidence reigns and perpetual possibility awaits. Intense, current, and playful, Mondrian is bold and brave, offering instant excitement the minute the door swings open - seductive and striking, it’s where glamour and fantasy prevail.
brand information

MAMA Shelter

More than simply rooms or restaurants, Mama Shelter is a living space, a truly urban refuge not just beautiful and modern, but popular, fun and friendly. Based in the cities we love, full of life and where modern history is written, Mama opens its arms to people of all ages and backgrounds allowing them to meet and share the house dishes lovingly created by our Chefs, a cocktail prepared by our barmaids and barmen or even a cosy bed they'll never want to leave.
brand information


Launched in September 2016 and designed to meet the expectations of Millennials and anyone who embraces their attitude to sharing, spontaneity and experience, JO&JOE is the latest Lifestyle addition to AccorHotels’ Economy brand portfolio.
brand information
Other Brands by Accor
21c Museum Hotels
Adagio / Adagio Access
Art Series Hotels
Grand Mercure
Hyde Hotels & Residences
ibis budget
ibis Styles
MAMA Shelter
Mantis Collection
Orient Express Hotels
Originals (by Morgans Hotel Group)
Suite Novotel
Thalassa sea & spa
The Sebel
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“Lifestyle: Accor’s Asset For The Future.”

15 March 2021 — The Lifestyle segment's success has been rewriting the rules in the hospitality sector for several years now. The health crisis hasn't dampened the segment's appeal: it is actually seeing the steadiest growth rates in the sector around the planet. We spoke about this, the strategy and the outlook with Gaurav Bhushan—Accor's CEO Lifestyle and Ennismore's co-CEO—as talks with Ennismore about creating the world's biggest Lifestyle operator get underway.
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About Accor

Accor is a world leading hospitality group consisting of more than 5,200 properties and 10,000 food and beverage venues throughout 110 countries. The group has one of the industry"s most diverse and fully-integrated hospitality ecosystems encompassing more than 40 luxury, premium, midscale and economy hotel brands, entertainment and nightlife venues, restaurants and bars, branded private residences, shared accommodation properties, concierge services, co-working spaces and more. Accor"s unmatched position in lifestyle hospitality – one of the fastest growing categories in the industry – is led by Ennismore, a creative hospitality company with a global portfolio of entrepreneurial and founder-built brands with purpose at their heart. Accor boasts an unrivalled portfolio of distinctive brands and approximately 260,000 team members worldwide. 68 million members benefit from the company"s comprehensive loyalty program – ALL - Accor Live Limitless – a daily lifestyle companion that provides access to a wide variety of rewards, services and experiences. Through its Planet 21 – Acting Here, Accor Solidarity, RiiSE and ALL Heartist Fund initiatives, the Group is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity and inclusivity. Founded in 1967, Accor SA is headquartered in France and publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States. For more information visit or follow Accor on Twitter, Facebook, LinkedIn and Instagram.

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