News

Accor launches lifestyle brand Tribe

4 Mar 2019 by Jenni Reid
Tribe by Accor

Hotel group Accor has announced a new midscale lifestyle brand called Tribe.

Its first property is an existing 126-room hotel next to Perth’s Kings Park, part of Australian hotel group Mantra, which Accor acquired last year for $1.2bn.

Accor said that ten more properties were scheduled to open by 2022, with over 50 more under negotiation worldwide. The first European property will open in Glasgow in mid-2019.

Accor said Tribe would offer a “high-quality hotel experience at an affordable price,” with a “carefully curated offer that focuses on style rather than price.”

Amenities will include bike rental, gyms, co-working and meeting spaces, while contemporary design and art will aim to give an upscale feel. Bedrooms will have under-bed storage, smart TVs, Kevin Murphy toiletries and Nespresso machines.

Paris-based Accor, which until recently went by Accorhotels, quietly launched a brand of independent, boutique hotels under the name Greet in February, though it has not made an official announcement.

Accor CEO Sebastien Bazin is bullish on the value of brands, describing them as a group of friends each offering a different quality, and recently telling Business Traveller he could see the group having up to 50.

As well as Mantra, which has 138 hotels across Australia, New Zealand, Hawaii and Bali, Accor has bought Switzerland’s Mövenpick Hotels and Resorts, 50 per cent of South African group Mantis, and the Fairmont, Raffles and Swissotel brands.

Accor brands

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.”

Last month Accor said it would replace loyalty scheme Le Club Accorhotels with Accor Live Limitless (or ‘All’), with a focus on ‘money can’t buy’ experiences and a new partnership with Paris Saint Germain football club.

accorhotels.com

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