The Hoxton is expanding its global footprint with new lifestyle properties in Mexico City, Dubai, and Bangkok. The brand, which operates under the Ennismore umbrella of Accor, has finalized several projects that will extend its presence in major world capitals. While the Madrid opening remains pending, these new developments signal a significant push into diverse metropolitan markets.
Dubai Media City Set For 2027
The first major addition is the The Hoxton, Dubai Media City, scheduled to open in 2027. This property will occupy the walls of a former Radisson Blu hotel that was closed for renovation at the start of recent conflicts in the Middle East. The repositioning involves a significant investment, described as several million dirhams, to transform the space into a modern lifestyle destination. Design supervision is handled by AIME Studios, ensuring the interior aligns with the brand’s distinct aesthetic.
Visitors can expect 230 rooms in the new Dubai location. The hotel aims to bring the brand’s characteristic energy to the Dubai Media City neighborhood. This includes a lively lobby and a robust food and beverage program led by Paris Society. The dining offer marks the launch of two new concepts: Onaka, a handroll bar developed with French chef Moïse Sfez, and Bleachers, a sports bar designed for business travelers who want to watch major events like the Champions League.
These new venues join existing Paris Society offerings, including the trattoria Il Bambini Club and Tope, the brand’s signature rooftop concept. The Dubai property will also feature the brand’s first wellness club. This facility will combine a fitness space with studios and spa treatment rooms. However, details regarding the MICE offering remained undisclosed at the time of the announcement. Prior to its closure, the site featured about a dozen meeting rooms, with the largest capacity accommodating 150 people.
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Mexico City Dual Hotel Strategy
While the Dubai project focuses on a single brand, the expansion strategy in Mexico involves a dual-hotel development. Hyde Mexico City Reforma is already open to travelers on the iconic Paseo de la Reforma. This location sits in a prime district of the capital, with some of its 106 rooms offering views of the Angel de la Independencia statue. The property is part of a larger transformation of two towers built during the Mexican modernism era in the 1950s and 1960s.
The second hotel in this complex will be SO/ Mexico City Reforma. Both properties will share a common lobby located in a large atrium. This space is decorated with sculptures and tapestries created by Mexican artists. The two hotels will also share dining addresses. Hyde currently offers a Japanese bar-restaurant called Enzu. Later this autumn, a fourth-floor terrace will open. This space will function as a café in the morning and a cocktail bar in the evening, physically connecting the two hotels.
The hospitality sector often relies on location to drive initial interest, but the integration of distinct brand identities within a shared physical structure presents a different challenge. By merging the bohemian spirit of Hyde with the art-focused luxury of SO/, Ennismore is testing whether a shared atrium can sustain two very different guest experiences without diluting either brand’s identity. This approach suggests a move toward mixed-use hospitality models where infrastructure costs are shared, but brand differentiation remains the primary driver for customer loyalty.
The Hyde Mexico City Reforma offers 106 rooms, studios, and suites. The property also includes a gym and flexible event spaces. This setup targets business travelers who need reliable amenities in a central location. The shared infrastructure with the future SO/ hotel allows for efficient resource management. Guests can access the same dining options and public areas, reducing the need for duplicate facilities in the building.
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Bangkok Opening Planned For 2029
Looking further ahead, the next major opening is scheduled for 2029 in Bangkok. The 25hours Hotel Bangkok will be located within the CenTRal cENtrAL complex. This multifunctional development includes retail, dining, offices, and high-end hospitality. The hotel is situated at Siam Square, near Chulalongkorn University. It will feature 345 rooms with a distinct design identity.
Sylvain Pasdeloup, Chief Operations Officer of Ennismore, described the project’s intent. “Il reflétera l’esprit de Siam Square – un lieu de découverte, d’expression et d’échange – tout en marquant une nouvelle étape marquante dans la croissance continue d’Ennismore et de 25hours Hotels en Asie,” he stated. The property aims to capture the local culture while fitting into the global growth strategy for the 25hours brand in the region.
The expansion from Dubai to Bangkok highlights a deliberate geographic spread. Each property is tailored to its specific urban context, whether it is the media hub of Dubai or the university district of Bangkok. The focus remains on creating distinct lifestyle experiences rather than just providing standard accommodation. These projects represent the next phase in the brand’s international rollout.