Accor’s new lifestyle brand to arrive in 150 destinations by 2030

870 470 Hamish Kilburn
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With one hotel open, 10 in the pipeline and a further 50 under construction, Accor launches lifestyle brand Tribe… 

Accor continues to expand its portfolio by launching a new lifestyle brand in the midscale segment, TRIBE. The brand launches with the aims to surprise travellers with an original, exciting and carefully curated offer that focuses on style rather than price. Reshaping the traditional hotel experience, guests checking in to TRIBE hotels are promised to be able to live, work and play in contemporary interiors.

TRIBE currently consists of one 126-key address in 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, totaling more than 1,700 rooms. “The pipeline of more than 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,” said Gaurav Bhushan, Chief Development Officer at Accor. “It will be making its debut in 150 international destinations by 2030.”

Image credit: TRIBE/Accor

At TRIBE, design finds its expression beyond the details. 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 guest rooms, create a feeling of greater space by opening out onto the exterior.

Several creative areas are available to guests. Working, arranging a meeting or enjoying a drink, everything is possible. As welcoming as a hotel, as laid-back as a trendy urban hub and as relaxing as a home, Tribe is constantly reinventing itself.

Modern and quirky living area

Image credit: TRIBE/Accor

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 guest rooms, 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.

Echoing the smart design, TRIBE is going back to basics to give customers what they want, and nothing else. In their rooms, guests will benefit from under-bed storage, have the opportunity to unwind in front of the Smart TV or enjoy a refreshing shower using Kevin Murphy professional products. Nespresso coffee capsules and T2 teabags are provided free of charge in place of a pricey minibar. A Grab & Go station is also available 24/7.

As a world-leading actor in the travel and lifestyle sectors, Accor continues to expand its brand portfolio. 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.

Hamish Kilburn / 15.03.2019

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