NEOM has announced its first hotel partner, Ennismore, the world’s fastest-growing lifestyle hospitality company.
Ennismore will bring two of its iconic brands – 25hours Hotels and Morgans Originals – to Trojena, NEOM’s mountain tourism destination that features a ski village.
The partnership is part of NEOM’s Hotel Development division, which aims to shape a new frontier for hospitality with imaginative concepts, iconic properties and extraordinary guest experiences. The division will also support NEOM’s bold ambitions to attract more than five million visitors by 2030.
With a blank canvas and no legacy infrastructure, Hotel Development will capitalise on the region’s potential to establish a new era for the industry – one of imagination and a sense of duty to guide and inform how humanity engages with our world.
Chris Newman, Executive Director of Hotel Development at NEOM, said that the partnership with Ennismore echoes their mission to pioneer in the space of experiential hospitality in a way that shapes 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,” he said.
Ennismore’s 25hours Hotels and Morgans Originals are lifestyle brands rooted in creativity, bringing design-focused spaces and authentic culinary experiences, creating deep connections with their guests. As they grow globally, they are excited to open in Trojena, a unique setting that will attract both local and international visitors.
Gaurav Bhushan, Co-CEO of Ennismore, said: “Trojena is a perfect fit for our brands as we look to expand our portfolio in new and exciting destinations.”
The mountains of Trojena are set to become one of the most awe-inspiring destinations the world over. The destination offers a variety of year-round and world-class outdoor activities, such as skiing and snowboarding, high altitude training, paragliding, mountain biking, hiking, and water sports. It also offers culture-forward programming around film, art, music, and food.
Philip Gullett, Executive Director and Region Head of Trojena, said: “Both 25hours Hotels and Morgans Originals are ideal brands for Trojena as we look to deliver extraordinary experiences for residents and visitors seeking luxury, adventure, entertainment, liveability, and escape from the status quo.”
The 25hours team, together with founder Christoph Hoffmann and Berlin’s Studio Aisslinger are working on a bespoke story and design concept for Trojena. The narrative is inspired by the futuristic architecture of the building and will include nods to science-fiction movies as well as to the alpine heritage of the brand. The 25hours Hotel will have an in-house cinema, a farm-to-table restaurant, a bike workshop with co-working, as well as a rooftop restaurant with pool.
The Morgans Originals hotel will be designed to transport guests from the surreal and natural landscapes of Trojena into a world rooted in the iconic cultural legacy of the brand. The hotel will feature four world-class dining outlets and a 2,000-meter destination spa and bathhouse, in addition to an architecturally significant ski slope roof 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 individuality of the brand.
