Accor’s new lifestyle Tribe in the making


Accor is launching a new lifestyle brand in the midscale segment, Tribe.

Tribe currently has one address, a 126-room property located near the botanic garden at Kings Park, Perth, Australia. Ten other openings are already scheduled to take place by 2022 in Europe and Asia-Pacific, totalling more than 1,700 rooms.

Accor expands portfolio and with launch of new lifestyle brand in the midscale segment

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 guestrooms come with under-bed storage, smart TV, Nespresso coffee capsules and T2 teabags provided free of charge in place of a mini bar. A Grab & Go station is also available 24/7.

Properties under the new brand will also offer the Tribe Foods area – a café by day and bar by night – bicycle rental services, fitness centre and co-working areas.

In a statement, Accor said the new brand continues the “enforcement of its lifestyle ecosystem”, following Jo&Joe and partnerships with 25Hours, Mama Shelter and, more recently, sbe Entertainment.


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