This year, 2025, is shaping up as a stellar year for Ennismore as the hospitality brand marks a number of significant milestones in the group’s global growth.

Accor has unveiled a new worldwide loyalty and rewards program exclusively for travel agents called HERA, Accor Travel Advisor Program. This new program includes more brands, more features, and more capabilities as well as an enhanced digital experience with easy and efficient online tools for booking, tracking and reviewing activity.

Accor has expanded the SLS Hotels & Residences brand to the Middle East with the opening of SLS Dubai – one of the tallest buildings in the emirate. The French hotel juggernaut acquired sbe’s hotel brands, which includes SLS, late last year.

Accor has bought out the remaining 50% stake in sbe from original founder Sam Nazarian. The French hospitality juggernaut acquired half of sbe and its brands (including Mondrian, Delano, SLS and Hyde hotels, as well as restaurants and nightlife brands Cleo, Fili’a or Carna by Dario Cecchini) in 2018.

The CEO of AccorHotels Asia-Pacific, Michael Issenberg, believes the Australian market could be a suitable fit for the group’s upscale brand with Swiss heritage, Mövenpick Hotels & Resorts. AccorHotels acquired Mövenpick and its portfolio of over 80 hotels and resorts earlier this year. Currently the brand is present in 24 countries, but has not spread its wings Down Under.

AccorHotels and sbe Entertainment Group (“sbe”) have inked a Letter of Intent and entered into exclusive negotiations for AccorHotels to acquire a 50% stake in sbe for $125 million, as part of a strategy to expand its offering in the luxury lifestyle hospitality segment.