Accor announces new lifestyle brand Tribe

Just a month ago, Paris-based Accor (then AccorHotels—how quickly things change) was rumored to launch its 34th brand, the soft flag Greet, this summer.

While Greet may still be in development, Accor is wasting no time in launching other brands. The company has announced Tribe, a new lifestyle brand in the midscale segment.

The new brand comes after the launch 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).

The design of Tribe hotels was developed to "increase the sense of space, enhance the decor and improve the customer perception," the company claimed in a statement. The hotel’s common areas, like that of the guestrooms, open out onto the exterior. Public areas include spaces for business and dining. 

Tribe currently consists of one property with 126 rooms in Perth, Australia. Ten other openings are already scheduled to take place by 2022 in Europe and Asia Pacific for a total of more than 1,700 rooms in the next three years. 

Accor expects that Tribe will appeal to owners and investors, "with a product that guarantees superior financial returns thanks to improved customer perception based on economical spaces and services." 

“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 [and] Bangkok,” Gaurav Bhushan, chief development officer at Accor, said in a statement. “It will be making its debut in 150 international destinations by 2030.”