Building a Budget Hotel Brand Without Trashing Your Boutique Reputation
Skift Take
While The Hoxton range of hotels is pretty wallet-friendly, they only work in certain key cities. By taking the best aspects of the brand but at a much lower cost base, owner Ennismore might just have chanced on a winning strategy with NoCo.
When a successful brand rides the zeitgeist how does it get bigger without compromising what made it so popular in the first place?
It’s a question that Ennismore, the company behind hipster hotel collection The Hoxton, is currently grappling with as it plans the roll-out of a new hotel chain aimed at budget-conscious travelers.
While NoCo will share some of the same features as its sister brand, such as open creative spaces and innovative restaurants, it will operate on a different model.
Instead of taking over historic buildings in primary city locations, Ennismore will partner with developers to take the NoCo brand to areas that m
