PARIS — Accor has launched a new lifestyle brand, Tribe.
The brand currently consists of one hotel in Perth, Australia, which opened in 2017, and was designed to offer a high-quality hotel experience at an affordable price. The property, which was originally operated under Mantra Group — acquired by Accor last year for $1.2 billion — features modular construction and design and, according to the hotel’s website, had plans to launch at least two additional locations in Australia.
Accor plans to open an additional 10 locations under the midscale lifestyle brand by 2022in Europe and Asia Pacific, with more than 50 locations currently under negotiation and a goal of debuting the brand in 150 international destinations by 2030. The first European opening is set to be a location in Glasgow, which is expected to open mid-2019.
“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,” says Gaurav Bhushan, Chief Development Officer, Accor.
In each living space and for every service, particular attention has been paid to user-friendliness without overlooking either style or comfort. The modern style is complemented by artfully designed objects giving the perception of an upscale space.
Tribe strives to give customers what they want and nothing else. Rooms feature under-bed storage, Smart TVs, Kevin Murphy professional products, Nespresso machines and capsules and T2 teas. A 24/7 grab-and-go station, bicycle-rental services, fitness centre and co-working areas will also be available.
In partnership with local producers, Tribe hotels combine authentic and responsible cuisine and are committed to using seasonal products. With offerings available any time of day, the Tribe Foods area — a café by day, a bar by night — is designed to satisfy all tastes.