Accor launches new lifestyle brand Tribe

Accor has continued the expansion of its portfolio with the launch of a new lifestyle brand in the midscale segment, Tribe. The new brand has been created for travellers seeking a high-quality hotel experience at an affordable price, with design schemes creating a feeling of greater space by opening out onto the exterior.

Inside, artfully designed objects give the perception of an upscale space, with Moroso chairs, Jean-Paul Gaultier cushions and lamps by British designer Tom Dixon added throughout the lobby and guestrooms spaces. Every Tribe object has been carefully crafted, selected and installed in order to bring a distinctive decor to each hotel. 

Guestrooms feature under-bed storage, smart TVs and Kevin Murphy professional products, as well as Nespresso coffee capsules and T2 teabags provided free of charge. A Grab & Go station is also available 24/7.

In partnership with local producers, Tribe hotels combines authentic and responsibly sourced cuisine across the Tribe Foods area – a café by day, a bar by night – while its lifestyle ecosystem also continues following the success of Jo&Joe and partnerships with 25Hours, Mama Shelter and, more recently, SBE Entertainment (including the Delano, SLS, The House of Originals, Mondrian and Hyde brands.

Tribe’s 126-key debut opening is located just a stone’s throw away from the botanic garden at Kings Park in Perth – one of the largest inner-city parks in the world. Ten other openings are scheduled to take place in Europe and Asia Pacific by 2022, taking the brand’s total number of rooms to more than 1,700. 

“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,” says Gaurav Bhushan, Chief Development Officer at Accor. “It will be making its debut in 150 international destinations by 2030.”