With 20+ years in Wall Street investment banking and a sharp eye for brand growth, Phil Zrihen—Brand COO and Head of Americas at Ennismore—brings a strategic lens to lifestyle hospitality. Through immersive design, integrated F&B, and a culture-driven operating model, he shares how Ennismore is building brands that owners want to invest in and travelers want to experience. With 180+ properties open and 140+ in the pipeline, Phil discusses how Ennismore is scaling across the Americas, what makes a lifestyle brand financially viable, and why evolving guest expectations are reshaping development strategy.