Maximise your Avios, air miles and hotel points

Accor buys Gleneagles and The Hoxton

Links on Head for Points may pay us an affiliate commission. A list of partners is here.

In a surprising move, French hotel group Accor announced on Tuesday that it is buying Ennismore.

Ennismore might not mean anything to you, but it owns Gleneagles – now one of the best hotels in the UK following its astonishingly expensive refurbishment – and The Hoxton lifestyle chain.

Gleneagles bought by Accor

Ennismore’s influence is substantially bigger than the number of hotels it currently runs, and it had a strong pipeline including a new budget brand called NoCo.

I imagine that Sharan Pasricha, Founder and CEO of Ennismore, was attracted by the deal Accor has offered.

Pasricha will become Co-CEO of a new lifestyle business inside Accor. Accor will inject its existing lifestyle brands, including Delano, SLS, Mondrian, SO/, Hyde, Mama Shelter, 25h, 21c Museum Hotels, TRIBE and JO&JOE. Where necessary, it is buying out its partners in these brands so that the company has complete control.

Gleneagles bought by Accor, Max Burgess, Molly Burgess

The new lifestyle division will contain 73 hotels and will be based in London. In a sign of the direction that Accor is taking, lifestyle hotels account for 25% of Accor’s pipeline despite generating just 5% of current fee income.

I would expect Gleneagles and The Hoxton to join Accor Live Limitless at some point. Unfortunately, as this is a fully revenue based loyalty scheme both for earning and burning, there isn’t really much to get excited about.

You can read more about the deal here.

You can read my review of Gleneagles here. The photo above is my gang doing gun dog training during our stay.


Accor Live Limitless update – August 2021:

Earn bonus Accor points: You will receive double base points on Accor stays in the UK and Europe until 5th September 2021, but you must register before booking. You can register here.

New to Accor Live Limitless?  Read our overview of Accor Live Limitless here and our article on points expiry rules here. Our analysis of what Accor Live Limitless points are worth is here.

Want to earn more hotel points?  Click here to see our complete list of promotions from Accor and the other major hotel chains or use the ‘Hotel Offers’ link in the menu bar at the top of the page.

Comments (14)

  • TGLoyalty says:

    Such a shame it’s Accor

  • Pauline says:

    That may explain the shut down until end January

    • Fred says:

      I think you’ll find it ties in precisely with the furlough scheme.

      Here’s hoping the snooty attitude is replaced also.

  • Colin MacKinnon says:

    I just want to know how they mow the diamond patterns in the grass!

    • Iain says:

      Imagine getting a number 4 all over hair cut and then getting the razor run in parallel lines all over your head as a number 3. Then perpendicular parallel lines cut as a number 2. You would then have a similar looking haircut as the Gleneagles lawn. It works the same way with grass.

      • barry cutters says:

        Possibly the best comment iv ever read.

      • TravelBloggerBuzz says:

        Lol

      • Colin MacKinnon says:

        Wow! Will have to wait until spring – one for the grass to start growing and two for my hair to regrow! (I had a Number One from the barbers on the day they had to lockdown!)
        Thanks!

  • Tony says:

    Oh dear me… I thought it was a joint venture… But what do I know? I only work there!

    • Rob says:

      No, Accor is buying it. It may sit as a JV for a couple of years but there will a pre-agreed deal now for Accor to take full control at some point. How else is Ennismore going to cash out? If there WASN’T such a deal in place the Ennismore investors would be trapped.

      It also won’t be a 50/50 JV I bet. Likely 51/49 to Accor I guess to make it clear who is in charge and more importantly to allow Accor to take all the income and profit into their accounts rather than account for it separately.

      You might work here but I spent 20 years in the City putting these sort of things together …. 🙂

The UK's biggest frequent flyer website uses cookies, which you can block via your browser settings. Continuing implies your consent to this policy. Our privacy policy is here.