Staff Writer
Mar 6, 2019

Accor launches new lifestyle brand

Tribe currently has a property in Perth which features facilities such as a co-working space.

Accor launches new lifestyle brand

Accor has acquired Tribe, a mid-scale lifestyle brand which currently has a 126-room property in Perth, Australia. The brand is currently planning 10 openings by 2022 across Europe and APAC, which will bring the total number of rooms to 1,700.

To cater to the FIT market and a need for less homogeneous options for business travellers, the brand focuses on creative areas through design and crafted furnishings. It also replaces frills for essentials such as under-bed storage and 24/7 Grab & Go stations. 

Gaurav Bhushan, chief development officer, Accor, said Tribe has a pipeline of 50 hotels being negotiated for the coming years. "[It] 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," he said.

Accor has recently partnered with 25Hours, Mama Shelter and sbe Entertainment (including the Delano, SLS, The House of Originals, Mondrian and Hyde brands) as part of its effort to grow its lifestyle portfolio.

Source:
CEI

Related Articles

Just Published

11 hours ago

Yannick Bolloré: ‘AI is a powerful creative partner’

Ahead of Cannes Lions, the chief executives of the 'big six' holding companies and senior leaders give their views on a range of topics relating to creativity and business. Today, it’s the turn of Havas' chief executive and chairman, Yannick Bolloré.

14 hours ago

Hilton readies ‘connected story’ in latest Asia ...

Amid Hilton's ambitious growth plans and a fresh campaign with Bollywood star Deepika Padukone, Campaign sits down with Hilton’s VP of marketing and loyalty to chat about the challenges of marketing a myriad of hotel brands to Asia's diverse audiences.

15 hours ago

2025 Cannes Contenders: Angie Tijam-Tohid's top bets

Havas Ortega Group's executive creative director handpicks work with meaningful social impact that could win a Lion next week at Cannes.