The New Menu for Success: How Paris Society and Ennismore are Transforming Hotel F&B into Global Lifestyle Destinations

The traditional role of the hotel restaurant has undergone a radical transformation over the last decade. Historically, hotel dining rooms were often viewed as secondary amenities—convenient "safety nets" designed to serve breakfast to weary travelers or provide a quiet club sandwich for guests unwilling to venture out into an unfamiliar city. They were functional, predictable, and frequently lacked the soul of the vibrant neighborhoods surrounding the property. However, as the hospitality industry pivots toward an experience-driven economy, the script has been flipped. Today, food and beverage (F&B) is no longer a supporting act; it is the headliner. Leading this charge is Paris Society, a key pillar within Ennismore and the broader Accor Group, which has pioneered a model that treats hotel restaurants not as captive services, but as premier global destinations that define a property’s identity.

The shift is driven by a fundamental change in consumer behavior. According to Rizwan Kassim, CEO of Paris Society and Ennismore’s global F&B platform, modern travelers are no longer booking stays based solely on the thread count of the linens or the size of the gym. Instead, they are seeking an "ecosystem of experiences." In this new landscape, a hotel’s social spaces—its bars, rooftops, and dining rooms—serve as the primary draw. This evolution is backed by significant market data. Skift Research recently revealed that 71% of travelers plan to prioritize spending on culinary experiences in 2026, ranking food higher than traditional categories like adventure, wellness, or cultural tours. For hotel owners, this represents a massive opportunity to capture "non-room revenue," with high-performing F&B concepts now capable of accounting for more than half of a property’s total income.

Paris Society represents the vanguard of this movement. Originally founded in 2008 by Laurent de Gourcuff, the group built its reputation on high-end Parisian nightlife and "art de vivre" before being fully integrated into the Accor/Ennismore lifestyle portfolio. By bringing the DNA of world-class entertainment and high-concept dining into the hotel environment, Paris Society has created a blueprint for how legacy hospitality brands can compete with the trendiest standalone restaurants in cities like London, Dubai, and Miami. With a portfolio of over 50 brands and 90 venues globally, the group acts as a bridge between the operational rigor of a major hotel corporation and the creative agility of a boutique hospitality studio.

The core philosophy guiding this success is what Kassim calls the "Local First" approach. The litmus test for any hotel restaurant under the Paris Society banner is whether it can survive and thrive if the hotel rooms above it were empty. "We’re not trying to create hotel restaurants," Kassim explains. "We first create a restaurant that can attract local residents." This strategy addresses a common pitfall in hotel management: the "hotel bubble." When a restaurant relies solely on hotel guests, it often lacks the energy and "vibe" that only a local crowd can provide. By designing spaces that appeal to the city’s tastemakers and residents, Paris Society ensures that the hotel becomes a social hub—a place where travelers feel they are at the center of the local action, rather than isolated from it.

Creating these magnetic environments requires more than just a talented chef; it requires immersive storytelling. Antoine Menard, Chief Creative Officer of Paris Society, emphasizes that every concept begins with an emotional blueprint. A prime example is Gigi, one of the group’s most iconic brands. Rather than just being "an Italian restaurant," Gigi is built around a fictional protagonist: a 65-year-old Milanese gentleman with a passion for art, culture, and hosting friends. This narrative informs every sensory touchpoint, from the warm, residential feel of the interior design to the specific curation of the music and even the scent of the room. When guests enter Gigi—whether in Saint-Tropez, Rome, or soon, Miami Beach—they aren’t just buying a meal; they are stepping into a curated world. This level of detail is what creates "memory equity," ensuring that guests don’t just visit once but become loyal advocates for the brand.

However, the challenge of scaling such highly specific concepts is immense. In the world of luxury hospitality, there is a fine line between a "global brand" and a "cookie-cutter chain." Paris Society navigates this by prioritizing local relevance over rigid standardization. While the core DNA of a brand like Gigi remains consistent, the execution is tailored to the geography. In Saint-Tropez, the design accommodates large groups and family-style outdoor dining to match the festive, sun-drenched atmosphere of the French Riviera. In Rome, the approach is more intimate and architectural, reflecting the city’s historic gravity. This "listening to the place" philosophy ensures that the venue feels like an organic part of the neighborhood rather than a foreign import.

Behind the scenes, this balance of creativity and scale is supported by a sophisticated operating model. Unlike traditional hotel hierarchies where F&B decisions might be funneled through a centralized corporate office, Paris Society utilizes a regionalized structure. This allows marketing, PR, and culinary teams to stay close to their specific markets, reacting quickly to local trends and sourcing ingredients from regional suppliers. This decentralized approach is particularly important in the modern era of "conscious consumption," where guests increasingly demand transparency regarding the origin of their food and the sustainability of the restaurant’s operations.

Furthermore, the F&B landscape is being reshaped by the evolving demographics of luxury travelers. The rise of the "lifestyle traveler"—often a Gen Z or Millennial professional—has brought new demands to the table. Skift Research indicates that 93% of younger parents believe travel is vital for their children’s development, leading to a surge in family-centric luxury travel. Paris Society has adapted by integrating "kids zones" and family-friendly programming into their high-end venues, such as weekend brunches that transition into sophisticated adult atmospheres by night. Additionally, a growing global interest in wellness and longevity is driving a shift in beverage preferences. The demand for low-alcohol or non-alcoholic pairings and nutrient-dense menus is no longer a niche requirement; it is a mainstream expectation that Paris Society is actively integrating into its future concepts.

The strategic importance of Paris Society is amplified when viewed through the lens of Accor’s massive global footprint. Accor operates more than 10,000 F&B outlets worldwide, generating over €8 billion in annual revenue. By housing Paris Society within Ennismore, Accor has created a "lifestyle powerhouse" that can deploy specialized F&B brands across a variety of hotel tiers. Whether it is a bespoke rooftop bar for a Delano property or a streamlined, "plug-and-play" concept for a midscale hotel, the goal remains the same: to use food and drink as a tool for differentiation. This ecosystem is further bolstered by the Potel & Chabot Group, another Accor asset that specializes in ultra-luxury catering and large-scale events, allowing the company to capture revenue from every possible culinary angle, from a private dinner for two to a sporting event for thousands.

For hotel owners and developers, the implications of this shift are profound. In an era where online travel agencies (OTAs) and short-term rentals have commoditized the hotel room, F&B offers a way to reclaim the narrative. A successful restaurant concept increases the "stickiness" of a property, encouraging guests to spend more time—and money—on-site. It also serves as a powerful marketing engine; a viral Instagram post of a stunning restaurant interior or a unique cocktail often does more to drive room bookings than a traditional advertisement for the rooms themselves.

As the hospitality industry moves deeper into the 2020s, the boundary between "hotel" and "lifestyle destination" will continue to blur. The success of Paris Society and Ennismore suggests that the future belongs to those who can master the art of the experience. By treating the dining room as the heart of the hotel, these brands are proving that the way to a traveler’s loyalty is, quite literally, through their palate. The restaurant is no longer just a place to eat; it is the reason to travel, the reason to stay, and the reason to return. In this new world, the hotels that thrive will be those that realize their most valuable square footage isn’t found in the bedrooms, but in the vibrant, bustling spaces where the world comes together to break bread.