Accor has been busy buying other hotel brands and launching their own – but there is no sign of slowing down: They just announced the launch of the midscale, design oriented brand “Tribe” and the soft collection of lifestyle luxury hotels, called “House of Originals” in cooperation with sbe, known for their experience in lifestyle properties. These two come on top of the 27 (!) brands Accor already has, so if you are confused, you are not alone. Read on to find out what to expect from these new brand additions to the Accor portfolio!
I’m most excited about the Tribe brand, described as a “lifestyle brand in the mid-scale segment” that delivers a “high quality experience at an affordable price”. It’s targeting style conscious, younger travelers and offers smaller, smartly designed and well equipped rooms and large social spaces.
There is only one Tribe hotel so far, the Tribe Perth in Australia. The bedroom above reminds me of the CitizenM Taipei and is compact with a great view. There is storage below the bed to make the most use of the space you have. Rooms will feature Nespresso coffee makers (I’m sold!) and Smart TVs.
The bath is an open concept, glass enclosed to make it bright and feel bigger, also similar to the CitizenM.
Tribe hotels will also have large social spaces, with common areas to work, meet, have something to drink or eat, making up for the limited space in your room – and meeting the desire of younger travelers to hang out.
Interestingly, the Tribe Perth was built with pre-fab modules, similar to the Marriott Moxy hotels it will compete with in Europe. Accor is planning to quickly ramp up the brand and open 50 Tribe properties in Europe and Asia over the next few years. You can read the Accor Press Release for more details.
Even though I’m a little older than the target audience, I enjoy this type of hotels. I don’t need a concierge or bell staff and am happy to trade some space for higher-end fittings, like a good coffee maker, nice sheets and towels or high-quality bath products.
I’m also excited about the new lifestyle luxury hotel collection Accor is developing with sbe, called House of Originals. It will include properties like the Sanderson in London or the Shore Club in Miami. These hotels are currently part of the Mondrian group, offering stylish luxury hotels. They are positioned above the Tribe brand and comparable to Accor’s Sofitel So brand or IHG’s Kimpton. While I’m typically skeptical of soft brands because they sometimes bring together hotels that can’t meet the tough standards of other brands, I don’t expect that to be the case with these high-end hotels. See more at Accor House of Originals press release.
While the proliferation of new hotel brands can be confusing for travelers, I’m actually excited about these two. Getting some more stylish brands into the Accor Portfolio is good news from my perspective and I’m excited to see them integrated into the loyalty program.
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