French hotel giant AccorHotels is launching a new lifestyle division for its collection of boutique brands.
The Millennial-focused division will include the Jo&Joe youth hostel brand and AccorHotels' stakes in Germany's 25hours Hotels and France's MamaShelter brands.
“Increasingly, travelers appreciate unique brands with strong personalities that are both working environments for urban nomads and places to meet people and enjoy interesting experiences,” said Sébastien Bazin, chairman and chief executive of AccorHotels.
Cedric Gobilliard, who joined AccorHotels in 2009 after 10 years at France-based Club Med, will lead the division effective Feb. 1. He previously was responsible for the operations of Accor’s Mercure and Novotel brands for the French provinces.