ACCORHOTELS has brought the co-living concept into the hospitality space with the launch of new brand Jo&Joe.
Accor describes Jo&Joe as “a brand that blends the best of private-rental, hostel and hotel formats” that caters to the needs of millennial travellers seeking community living, such as shared kitchens and sleeping areas.
Plans are for 50 properties to open by 2020 in destinations popular with millennials, such as Bangkok, Warsaw, Budapest, Rio de Janeiro and São Paulo, with openings in the cities of Paris and Bordeaux first in 2018.
All Jo&Joe venues will take root in bustling city-center locations that are close to public transport and in proximity to major points of interest, said Accor.
Giving an idea of how the pioneering concept might work in a hotel setting, Frédéric Fontaine, senior vice president, global marketing innovation lab at AccorHotels, said: “More than just an accommodation solution, Jo&Joe has been conceived as an experience enhancer thanks notably to its offbeat design, innovative digital ecosystem and catering offerings.
“With its ‘open house’ concept, the brand diversifies the customer journey by welcoming guests as well as locals, who treat Jo&Joe venues as an annex of their living room.”
The concept is designed to promote interaction and foster community living thanks to common areas that are open to both guests and public, where activities such as a concert, yoga class or workshop can be held.
Room formats are also unconventional and caters to different needs. The Happy House, for instance, is a private area where travellers can relax, work, cook or wash their clothes, while Together, the brand’s flagship room type, is a modular sleeping area with recreation spaces and bathrooms that guests share without sacrificing privacy.
Jo&Joe’s concept is co-conceived by UK design company Penson, known for creating spaces for brands such as Google, YouTube, Playstation and Lotte World Tower.