Accor Launches New Midscale Brand

PARIS—Accor continues to expand its portfolio and has launched a new lifestyle brand in the midscale segment—Tribe.

Accor’s new brand Tribe was created in response to travelers’ desire for a high-quality hotel experience at an affordable price. Tribe aims to provide an original and carefully curated offer that focuses on style rather than price. Tribe aims to reshape the traditional hotel experience, enabling guests to live, work and play in contemporary interiors.

Tribe currently consists of one address (with 126 rooms) near a 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, totaling more than 1,700 rooms.

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.”

Tribe intends to meet the expectations and requirements of customers in a groundbreaking way. With a flexible and unique model, the new Tribe concept targets an international clientele of regular travelers. Whether traveling for business or leisure purposes, the Tribe community is just like today’s men and women—independent, curious and adventurous.

The design is sleek. The hotel’s common areas, like that of the guestrooms, aim to create a feeling of greater space by opening out onto the exterior. Several creative areas are available to guests, from working to arranging a meeting or enjoying a drink.

Artfully designed objects, giving the perception of an upscale space, complement the hotel’s modern style. Highlights include Moroso chairs, an array of Jean-Paul Gaultier cushions, lamps provided by the renowned British designer Tom Dixon, and more. 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.

In guestrooms, there’s under-bed storage, a Smart TV and Kevin Murphy bath products. Nespresso coffee capsules and T2 teabags are provided free of charge. A grab & go station is also available 24/7.

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—strives to satisfy all tastes. In addition, bicycle rental services, fitness center, co-working areas, as well as city deals will all be available at an affordable price.

Following  Joe&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 implementation of its lifestyle ecosystem.

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, according to the company.