NEOM’s hotel development division, which is responsible for building a future-centric hospitality ecosystem in the northwest corner of Saudi Arabia, has signed its inaugural hotel partner, Ennismore.
The agreement signed with Ennismore corresponds with Hotel Development’s main goal of establishing global partnerships. The inaugural tie-up will see two of Ennismore’s brands—25hours Hotels and Morgans Originals—open properties in Trojena, NEOM’s mountain tourism destination that features a ski village.
“Hotel Development aims to accelerate human progress by redefining how we travel, stay and live,” said Chris Newman, executive director, hotel development, NEOM. “Our partnership with Ennismore echoes our mission to pioneer in the space of experiential hospitality in a way that shapes the future of hotels in the Kingdom and beyond.”
Philip Gullett, executive director/region head, Trojena, said, “The mountains of Trojena are set to become one of the most awe-inspiring destinations the world over. 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, livability and escape from the status quo.”
Gaurav Bhushan, co-CEO, Ennismore, said, “25hours Hotels and Morgans Originals are lifestyle brands rooted in creativity, bringing design-focused spaces and authentic culinary experiences, creating deep connections with our guests. As we grow globally, we are excited for our brands to open in Trojena, a unique setting, which will attract both local and international visitors.”
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 the alpine heritage of the brand. The 25hours Hotel will have an in-house cinema, a farm-to-table restaurant, a bike workshop with coworking space and 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 cultural legacy of the brand, according to Ennismore. The hotel will feature four dining outlets and a destination spa and bathhouse, in addition to a ski slope roof and rooftop pool bar overlooking the 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.
Early enabling construction works have already commenced in Trojena, with the main construction work on the ski village due to begin at the end of the year. In addition to hospitality, the village includes residential components centered around a public plaza, as well as retail and dining experiences. The sides of the mountain extend onto the roof of the village, creating a ski slope skyline that can be activated year-round through various adventure sports facilities.
