Accor launches lifestyle brand TRIBE

Australia: Accor continues to expand its portfolio and is launching a new lifestyle brand in the midscale segment, TRIBE.

TRIBE currently consists of one address (with 126 rooms) 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.

TRIBE aims to surprise travellers with an original, exciting and carefully curated offer that focuses on style rather than price. The new “TRIBE” concept targets an international clientele of regular travellers.

Accor continues to expand its brand portfolio including JO&JOE and partnerships with 25Hours, Mama Shelter and sbe Entertainment (including the Delano, SLS, The House of Originals, Mondrian and Hyde 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.”

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