Accor announces new lifestyle brand Tribe

The 290-room Tribe Glasgow – UK in Glasgow, Scotland, will be the first Tribe hotel in Europe when it opens mid-2019. Photo credit: Accor

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).

Virtual Event

HOTEL OPTIMIZATION PART 2 | Now Available On-Demand

Survival in these times is highly dependent on a hotel's ability to quickly adapt and pivot their business to meet the current needs of travelers and the surrounding community. Join us for Optimization Part 2 – a FREE virtual event – as we bring together top players in the industry to discuss alternative uses when occupancy is down, ways to boost F&B revenue, how to help your staff adjust to new challenges and more, in a series of panels focused on how you can regain profitability during this crisis.


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.”

Suggested Articles

Lodging owners who have the appropriate resources and capital have an opportunity to renovate at an accelerated rate and at more competitive prices.

The £18.4 million fine stems from a data breach discovered after the company purchased Starwood Hotels & Resorts Worldwide.

There are both positive and negative aspects to utilizing preferred equity capital, but it is often the best way to maintain ownership of the asset.