Accor Announces New Brand 'TRIBE'

Accor’s new brand TRIBE was created in response to a simple fact: today, more than ever before, travellers seek a high-quality hotel experience at an affordable price.

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ACCOR CONTINUES to expand its portfolio and has launched a new lifestyle brand in the midscale segment, TRIBE. Renowned for its expertise in the economy and midscale sector and now a major name in luxury hotels, Accor continues to establish itself in the lifestyle sector in order to offer an ever-greater range of experiences and to satisfy the needs of its customers and partners.

Accor’s new brand TRIBE was created in response to a simple fact: today, more than ever before, travellers seek a high-quality hotel experience at an affordable price. TRIBE aims to surprise travellers with an original, exciting and carefully curated offer that focuses on style rather than price. Tribe is reshaping the traditional hotel experience, enabling guests to live, work and play in contemporary interiors.

TRIBE intends to meet the expectations and requirements of customers in a ground-breaking way. With a flexible and unique model, the new “TRIBE” concept targets an international clientele of regular travellers. Whether travelling for business or leisure purposes, the TRIBE community is just like today’s men and women: independent, curious and adventurous.

TRIBE currently consists of one address (with 126 rooms) just a stone’s throw away from the botanic garden at Kings Park, Perth, Australia – one of the largest inner-city parks in the world. Ten other openings are already scheduled to take place by 2022 in Europe and Asia Pacific, totalling more than 1,700 rooms.

TRIBE has been designed to appeal not only to guests, but to owners and investors as well with a product that guarantees superior financial returns thanks to improved customer perception based on economical spaces and services.

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.”


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