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.