AccorHotels will be launching a new hospitality brand called JO&JOE. Its aim is to blend the best of private-rental, hostel and hotel formats to reinvent and provide a disruptive experience in terms of design approach, catering, service and the customer journey.
AccorHotels plans to expand rapidly by opening 50 venues by 2020, with locations including Paris and Bordeaux (2018) as well as Warsaw, Budapest, Rio and São Paulo.
Accorhotels has released visuals of the new design of the hotels, along with descriptions of what guests may expect. In general, Jo and Joe properties are described as “a vibrant living space, a home that is open to the external world and designed to meet the expectations of Millennials and all those who value sharing, spontaneity and experience”.
The design for the new hotels has been in collaboration with UK design company Penson (also known for flagship designs including campuses for Google, YouTube, Jaguar Land Rover and interiors of the world’s 5th tallest building, Lotte World Tower).
“Break with tradition, forget old habits, be surprising, authentic, unexpected, bring a breath of fresh air to AccorHotels. Do it quickly and do it well. It wasn’t an easy brief to put into practice, particularly when you’re primarily targeting Millennials, who can be very difficult to win over,” said Sebastien Bazin, CEO of AccorHotels.
“But with the launch of our new brand, JO&JOE, we have now more than met that challenge. I’m extremely proud of the work accomplished by the AccorHotels teams in mobilizing the energy necessary – both inside and outside the Group – to bring this enormous project to life. JO&JOE represents the very essence of hospitality: welcoming, exciting and beyond our guests’ expectations,” he added.