Hoxton Hotels owner launches budget brand

London-based Ennismore, the team behind The Hoxton, announced NoCo, a new brand striving to challenge the status quo of budget hotel brands.

A release said NoCo was created for “clued up travellers and inquisitive locals; NoCo appeals to those who want more than a generic hotel experience at a fair price.” Each NoCo site will have 150-200 guestrooms, with nightly rates under £100.

Ennismore plans to open 25 NoCo hotels in key cities across the UK, with the first scheduled for 2018. “Traveling habits and demands have changed; as has the way that people now use hotels,” said Ennismore CEO Sharan Pasricha. “Our aim is to raise the bar for affordable hotels and provide business and leisure travelers 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 with our track record with The Hoxton makes Ennismore a strong proposition for local developers looking to build out hospitality assets.”

NoCo booking and check-in will be via a bespoke app, guestrooms will be compact yet comfortable, and bars and eateries will be a focal point. Ennismore plans to craft creative communal spaces by partnering with local restaurants operators.

Ennismore was founded in 2010 by Pasricha and is currently crafting the global expansion for The Hoxton concept, re-energizing its recently purchased Gleneagles resort in Scotland, as well as launching several standalone restaurants across the UK.

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