NEOM names first hotel brands partners with Ennismore

  • NEOM’s Hotel Development Division, with its bold vision to shape a new frontier for hospitality, aims to redefine the future of the industry with imaginative concepts, iconic properties and extraordinary guest experiences.

NEOM, Kingdom of Saudi Arabia – Hotel Development, NEOM’s division responsible for building a forward-looking hotel ecosystem in northwestern Saudi Arabia, has signed its first hotel partner, Ennismore.

With a blank canvas and no legacy infrastructure, Hotel Development will capitalize on the region’s potential to establish a new era for the industry – an era of imagination and a sense of duty to guide and inform the way humanity engage with our world. The division will also support NEOM’s bold ambitions to attract over five million visitors by 2030.

The agreement signed with Ennismore, the world’s fastest growing lifestyle hospitality company, aligns with Hotel Development’s primary goal of establishing global partnerships. The inaugural tie-up will see two of Ennismore’s iconic brands 25hours Hotels and Morgans Originals open properties in TROJENA, the mountain tourism destination of NEOM which has a ski village.

Chris Newman, Executive Director, Hotel Development at NEOM, said, “Hotel Development aims to accelerate human progress by redefining the way we travel, stay and live. Our partnership with Ennismore echoes our mission to pioneer the experiential hospitality space in a way that is shaping the future of hotels in the Kingdom and beyond. With a shared passion for developing differentiated and imaginative hospitality concepts, we look forward to seeing this relationship – and others like it – flourish.

Philip Gullett, Executive Director and Regional Head, TROJENA, said: “The mountains of TROJENA are destined to become one of the most impressive destinations in the world. 25hours Hotels and Morgans Originals are ideal brands for TROJENA as we seek to provide extraordinary experiences for residents and visitors seeking luxury, adventure, entertainment, livability and an escape from the status quo.

Gaurav Bhushan, Co-CEO of Ennismore, said, “25hours Hotels and Morgans Originals are lifestyle brands steeped in creativity, delivering design-driven spaces and authentic dining experiences, creating deep connections with our guests. As we expand globally, we are delighted that our brands are opening up a unique setting at TROJENA, which will attract local and international visitors.

The 25hours team, together with founder Christoph Hoffmann and Studio Aisslinger from Berlin, is working on a bespoke story and design concept for TROJENA. The narrative is inspired by the building’s futuristic architecture and will include nods to sci-fi films as well as the brand’s Alpine heritage. The 25hours Hotel will have a home theater, a farm-to-table restaurant, a bike shop with co-working, as well as a rooftop restaurant with swimming pool.

Morgans Originals Hotel will be designed to transport guests from the surreal and natural landscapes of TROJENA, to a world rooted in the brand’s iconic cultural heritage. The hotel will include four world-class restaurants and a 2,000 meter spa and bathhouse, in addition to an architecturally significant ski slope rooftop and rooftop pool bar overlooking the dramatic TROJENA mountains. . The hotel will also feature an eight-story vertical core with microclimates and immersive art experiences that will showcase the brand’s individuality.

The first enabling construction works have already started in TROJENA, with the main construction works of the ski village due to start at the end of 2022. In addition to hospitality, the village includes residential components centered around a public square, as well as upscale accommodations. retail and restaurant experiences. The sides of the mountain extend over the roof of the village, creating a magnificent horizon of ski slopes that can be activated all year round thanks to various adventure sports facilities.

Tasked with driving the establishment of a world-class tourism sector, Hotel Development aims to serve the diversification objectives of Saudi Vision 2030. In addition to forming strategic partnerships, the division will work alongside partners in the tourism sector to nurture ambitious talent and proud Saudi ambassadors who will form the base of the industry. Upholding a culture of diversity and expertise, the division aims to build an ambitious workforce capable of boldly imagining and reinventing hospitality from the ground up.


About NEOM

NEOM is an accelerator of human progress and a vision of what a new future could look like. This is a region of northwest Saudi Arabia on the Red Sea being built from the ground up as a living laboratory – a place where entrepreneurship will chart the course for this new future. It will be a destination and a home for people who dream big and want to help build a new model of exceptional livability, create thriving businesses and reinvent environmental preservation.

NEOM will include hyperconnected cognitive cities, ports and enterprise zones, research centers, sports and entertainment venues and tourist destinations. As an innovation hub, entrepreneurs, business leaders, and businesses will come to research, incubate, and commercialize new technologies and businesses in game-changing ways. NEOM residents will embody an international ethos and embrace a culture of exploration, risk-taking and diversity.

For more information, email [email protected] or visit and

About Ennismore

Ennismore is a creative hospitality company with a global collective of entrepreneurial, founder-driven brands with purpose at their heart. It curates and manages unique properties and experiences in some of the world’s most exciting destinations.

Founded in 2011 by entrepreneur Sharan Pasricha, Ennismore and Accor entered into a joint venture in 2021 to create a new standalone entity, with Accor holding a majority stake. Creating the world’s fastest growing lifestyle hotel business, it combines Ennismore’s know-how in brand building with creative storytelling, design and authentic experiences, with Accor’s wealth of knowledge in scale, network growth and distribution.

Under the leadership of Sharan Pasricha, Founder and Co-CEO, and Gaurav Bhushan, Co-CEO, Ennismore comprises 14 brands – with 101 properties in operation and 137 more in the pipeline – and a collection of over 150 culturally diverse restaurants and nightlife. relevant and diverse. destinations.

Ennismore places innovation at the center of everything it does, with four dedicated in-house specialist studios obsessing over every customer touchpoint, including Carte Blanched – a fully integrated F&B concept platform; a creative studio for interior designers and graphic designers; a digital product and technological innovation laboratory, and a partnership and collaboration center.

Ennismore was included in Fast Company’s 2020 and 2021 World’s Most Innovative Companies lists; ranked #29 in the FT1000: Europe’s Fastest Growing Companies; and is part of the FT Future 100 – the UK’s fastest growing companies shaping the future of their industry.

Ennismore brands: 21c Museum Hotel, 25hours Hotels, Delano, Gleneagles, Hyde, JO&JOE, Mama Shelter, Mondrian, Morgans Originals, SLS, SO/, The Hoxton, TRIBE and Working From.

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