Mama Shelter targets 50-hotel portfolio

Pictured: rendering of Mama Shelter Dubai’s pool.
Ennismore brand Mama Shelter is celebrating its 15th anniversary by outlining a plan to increase its system size from the current 17 hotels to a 50-strong portfolio.

The French-founded line already has at least seven further global sites in its pipeline.

Next year’s slate

Two openings are planned for 2024, with the first being Mama Shelter Dubai, scheduled to debut early in the year. It will boast 197 rooms and 204 apartments, multiple dining options, a terrace with four pools, an outdoor CinéMama, and other amenities.

Returning to France, Mama Shelter will head towards the French Riviera for the opening of Mama Shelter Nice in June 2024, located in the central Riquier neighbourhood, just 600 metres away from the city’s Old Port. The hotel will offer 102 colourful rooms, a restaurant, and a rooftop with a pool.

Asian and African debuts

Mama Shelter is expanding to ever more global locations. A first Asia Pacific site will arrive in the shape of Mama Shelter Singapore, a boutique hotel located in the heart of Killiney Road, offering 115 rooms, a restaurant, and a rooftop pool.

The brand’s African debut will be Mama Shelter Casablanca in Morocco in Q4 2024, with 92 design rooms and 49 apartments. It will have two restaurants, including one on the rooftop, 120 sq m of meeting space, and a large 47 m pool.

In Europe, the line’s Swiss entry will be Mama Shelter Zurich in Q4 2024, featuring 178 rooms in the Oerlikon shopping district. The hotel will include a restaurant, a rooftop area, 550 sq m of meeting rooms, and three karaoke rooms.

Americas additions

In North America, the line’s upcoming addition in Q1 2025 is Mama Shelter Downtown LA, which will feature 149 rooms, including four suites, two festive restaurants, one on the rooftop, and a coffee shop in the heart of the USA’s City of Angels.

The brand’s South American debut will be in the form of Mama Shelter Medellin in Colombia, located in the city’s El Poblado district. Opening in Q1 2026, it will offer 150 rooms, a restaurant, a bar, over 3,000 sq m of coworking space, 500 sq m of meeting rooms, and a rooftop pool.

Accor alliance

Founder Serge Trigano analysed Mama Shelter’s progress over the years: “Today, with 17 Mama Shelter hotels forming a united family, our alliance with Accor in 2014 enabled this development.

“Since 2021, as part of Ennismore, a joint venture with Accor, we have established ourselves as leaders in this new kind of hospitality. More and more hoteliers contact us to join the brand. Our successful business model is based on management, not ownership. And we do it together with Ennismore.”

Growth without crisis

The brand’s ultimate aim of a worldwide 50 hotel portfolio would form a cohesive and unique collection, according to COO Cédric Gobilliard: “My role is to ensure growth without crisis, maintaining the brand’s identity and community spirit. I implement the necessary processes and keep an eye on general market trends.

“I strive to anticipate customer expectations while ensuring that our prices remain accessible, considering that 60% of Mama Shelter’s revenue comes from dining. The quality of services and materials may evolve, but the DNA remains unchanged. We even strengthen the lively and joyful ambiance.

“When I meet with investors, I tell them, ‘In this smooth, standardised world, Mama Shelter wants to work with you because you are authentic, not smooth. Therefore, I propose a management contract with a clear set of guidelines, and I emphasise that our teams take care of everything, from design to dining, from recruitment to customer experiences’. Our local signature and local expertise are real and significant assets.”