Accor’s newest brand caters to midscale customers

PARIS — Accor has launched a new lifestyle brand that caters to the midscale segment, with one hotel open, another 10 in the pipeline and over 50 under negotiation worldwide.

Called TRIBE, the brand targets an international clientele of regular travellers, and focuses on curated experiences and style rather than price. Properties feature vibrant living spaces centered around a welcoming lobby area, and guestrooms that offer the latest technologies.

It currently consists of one address with 126 rooms, located just steps from Kings Park in Perth, Australia. Ten other openings are already scheduled to take place by 2022 in Europe and Asia Pacific, totalling more than 1,700 rooms.

“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 and Bangkok. It will be making its debut in 150 international destinations by 2030,” said Gaurav Bhushan, Chief Development Officer at Accor.

The brand will focus on the following elements:

Smart design: Everything at TRIBE has been designed to increase the sense of space, enhance the décor and improve the customer perception. The design is sleek, and the hotel’s common areas – like that of the guestrooms – create a feeling of greater space by opening out onto the exterior.
Art: Artfully designed objects complement the hotel’s modern style. Highlights include Moroso chairs, an array of Jean-Paul Gaultier cushions, lamps by British designer Tom Dixon, and more.

Essentials: 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, and enjoy the Smart TV and Kevin Murphy bath products. Nespresso coffee capsules and T2 teabags are provided free of charge in place of a pricey minibar, while a Grab & Go station is also available 24/7.
Experiences: In partnership with local producers, TRIBE hotels offer responsible cuisine and seasons products day in the TRIBE Foods area (a café by day, a bar by night). In addition, bicycle rental services, fitness centre, co-working areas and great city deals will be available at an affordable price.