Accor Introduces New Midscale-Segment Brand TRIBE

Accor is launching a new brand in the midscale segment after it became the majority owner of TRIBE. This Australian home-grown brand was created in response to travellers seeking a high-quality hotel experience at an affordable price that focuses on style rather than price.

The new TRIBE concept targets an international clientele of regular travellers, be it for business or leisure with smart design, an artistic collection, service focused on the essentials and experiences & expectations.

Smart Design at TRIBE
Smart Design at TRIBE (Accor photo)

User friendly living space and service will not compromise on style on comfort. Smart use of space with sleek design in the hotel’s common areas mirrors the guest rooms. Other creative areas for working, arranging a meeting or enjoying a drink will be available to guests.

TRIBE properties will feature a modern style complemented by artfully designed objects such as Moroso chairs, Jean-Paul Gaultier cushions or British designer Tom Dixon lamps.

In the rooms, guests can store items in the under-bed storage, unwind in front of the Smart TV, enjoy a refreshing shower using Kevin Murphy professional products or enjoy a cuppa Nespresso coffee or T2 teas. A Grab & Go station is available 24/7.

TRIBE hotels partner local producers to provide authentic and responsible cuisine using seasonal products at the TRIBE Foods area. Other amenities at TRIBE include bicycle rental services, fitness centre, co-working areas and great city deals at an affordable price.

Accor has evolved from just a hotel brand to a lifestyle ecosystem from its brand expansion following the success of JO&JOE and partnerships with 25Hours, Mama Shelter and more recently she Entertainment (including the Delano, SLS, The House of Originals, Mondrian and Hyde Brands).

The first TRIBE property is a stone’s throw from the botanic garden at Kings Park in West Perth, Australia. It opened in mid May 2017 with 126 rooms across nine levels.

TRIBE’s first overseas hotel is due to open in Glasgow by mid this year with 290 rooms. A total of ten openings are scheduled by 2022 in Europe and Asia Pacific offering over 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 Bangkok… It will be making its debut in 150 international destinations by 2030.”

Gaurav Bhushan, Chief Development Officer at Accor

Photos credit: Accor

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