Team behind The Hoxton reveals new hotel brand to compete in budget sector


Ennismore, the team behind the hugely successful boutique hotel The Hoxton, has announced the creation of a new hotel brand to compete in the budget sector.

NoCo, as it will be named, will ‘strive to challenge the status quo of today’s budget hotels’ and will focus on top technology, stylish design and good value for money.

Ennismore, which operates The Hoxton, The Hoxton Shoreditch and recent acquisition Gleneagles, is aiming to open 25 NoCo hotels in key cities across the UK, with the first scheduled for 2018.

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Booking and check-in for each hotel will be via a bespoke app and guestrooms will be compact yet comfortable and bars and eateries will aim to become destinations in their own right – much like the environment The Hoxton has created in London.

Ennismore will partner with local restaurant operators in a bid to build creative communal spaces for both hotel residents and guests from the outside.

Each NoCo site will have between 150 and 200 rooms, with nightly rates under £100.

Speaking about the new brand, Sharan Pasricha, CEO of Ennismore says: “We’ve created NoCo to challenge the status quo of today’s budget brands. Travelling habits and demands have changed; as has the way that people now use hotels. Our aim is to raise the bar for affordable hotels and provide business and leisure travellers with a stylish alternative to bland, cookie cutter hotels so often found in cities outside of London.”

Ben Russell, acquisitions director at Ennismore added: “We have shortlisted several key cities, beginning in the UK, and are looking to work with progressive property partners on leasehold opportunities to roll-out the NoCo brand. We believe our exciting plans for the product coupled by our track record with The Hoxton makes Ennismore a strong proposition for local developers looking to build out hospitality assets.”



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