A fashionable encounter

SO/ is a coveted collection of hotels, rooted in the world of fashion. Making its stylish debut on the global hotel scene in 2011, SO/ continues to command attention with its avant-garde design and creative approach to the world of luxury.

11
Hotels
1,916
Rooms

Figures as of December 31, 2025

Welcome to the World of SO/

Discover the brand’s universe and a selection of flagship properties.

Avant-garde

Stylish

The SO/ Experience

Discover the elements that bring the brand vision to life.

A Stylish Dress Code

Inspired by each destination’s iconic sense of style, SO/ celebrates a love for the joy dressing up, where great tailoring and styling meets a backdrop of considered construction and flawless accessorising.

A Seasonal Campaign

SO/ create statement moments with global fashion collaborations that ensure their physical and digital spaces are always evolving to reflect the seasons of style.

An Invite to the Front Row

Through partnerships and ongoing programming, SO/ connect with the wider fashion industry to support and host existing and emerging talent.

A Stylish Dress Code

A Seasonal Campaign

SO/ create statement moments with global fashion collaborations that ensure their physical and digital spaces are always evolving to reflect the seasons of style.

An Invite to the Front Row

Through partnerships and ongoing programming, SO/ connect with the wider fashion industry to support and host existing and emerging talent.

Ennismore

SO/ is part of Ennismore, a global collective of entrepreneurial and founder-built brands with creativity and purpose at heart. Founded in 2011 by entrepreneur Sharan Pasricha, Ennismore entered a joint venture with Accor in 2021, creating a new autonomous entity and the world’s largest and fastest-growing lifestyle hospitality company: 16 brands and two independent F&B groups with 200+ hotels and 160 in the pipeline, over 500 restaurants and bars, and a network of 45+ branded residences.

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SO/ Highlights

PRESS RELEASE
12.01.2026
SO/ Sotogrande Spa & Golf Resort Hotel Receives Green Key Certification
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PRESS RELEASE
13.01.2026
Ennismore Unveils Its 2026 Openings as It Surpasses the 200th Hotel Milestone, Doubling Its Collective in Just Four Years
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UPCOMING OPENING
Oppening in 2026, SO/ Jeddah will offer 147 design-led rooms, blending high-style hotel luxury with contemporary serviced living.
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