Accor launches new lifestyle brand, TRIBE

Posted in Business, News on 26 March, 2019

Accor’s portfolio continues to expand with new hotels and development plans in the pipeline along with its latest launch of new lifestyle brand in the midscale segment, TRIBE. Renowned for its expertise in the economy and midscale sector and now a major name in luxury hotels, Accor has established itself in the lifestyle sector in order to offer an ever-greater range of experiences and to satisfy the needs of its customers and partners.

The new brand has been created with a new generation of traveller in mind. Those seeking a high-quality hotel experience at an affordable price. TRIBE aims to surprise travellers with an original, exciting and carefully curated offer that focuses on style rather than price, and claims to be reshaping the traditional hotel experience, enabling guests to live, work and play in contemporary interiors.

TRIBE welcomes regular travellers by providing them with everything they need and nothing they don’t in vibrant living spaces, centered around a welcoming lobby area, guestrooms offering the utmost comfort and the latest technologies.

Guests are offered a multifaceted experience:

•   Smart design
In each living space and for every service, particular attention has been paid to user-friendliness without overlooking either style or comfort. Everything has been designed to increase the sense of space, enhance the decor and improve the customer perception. The design is sleek – the hotel’s common areas, like that of the guestrooms, create a feeling of greater space by opening out onto the exterior.

•   An artistic collection
The modern style is complemented by artfully designed objects giving the perception of an upscale space. Moroso chairs, an array of Jean-Paul Gaultier cushions, lamps provided by the renowned British designer Tom Dixon, etc. From the lobby to the guestrooms, and encompassing the common areas, each TRIBE object has been carefully crafted, selected and installed in order to bring a distinctive decor to the hotel.

•   Experiences and expectations
United by a love of design and technology, TRIBE customers will enjoy a high-quality hotel experience in non-standardised properties. In partnership with local producers, TRIBE hotels combine authentic and responsible cuisine and are committed to using seasonal products. Regardless of the time of day or night, the TRIBE Foods area – a café by day, a bar by night – will satisfy all tastes.
Bicycle rental services, fitness centre, co-working areas, as well as great city deals will all be available at an affordable price.

Following the success of JO&JOE and partnerships with 25Hours, Mama Shelter and, more recently, sbe Entertainment (including the Delano, SLS, The House of Originals, Mondrian and Hyde brands), Accor proceeds with the enforcement of its lifestyle ecosystem.

TRIBE currently consists of one address (with 126 rooms) just a stone’s throw away from the botanic garden at Kings Park, Perth, Australia – one of the largest inner-city parks in the world. Ten other openings are already scheduled to take place by 2022 in Europe and Asia Pacific, totalling more than 1,700 rooms.
TRIBE has been designed to appeal not only to guests, but to owners and investors as well with a product that guarantees superior financial returns thanks to improved customer perception based on economical spaces and services.

Gaurav Bhushan, Chief Development Officer at Accor, said, “The pipeline of over 50 hotels currently being negotiated for the coming years leads us to believe that the Tribe brand will achieve significant growth all over the world including in gateway locations such as Paris, London, Singapore, Dubai Bangkok… It will be making its debut in 150 international destinations by 2030.”

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