Accor Doubles Down on Lifestyle Sector

Accor is expanding its presence in the lifestyle sector twofold. The France-based hotel giant is launching a new midscale brand in the segment, called TRIBE, and is partnering with sbe Entertainment on a lifestyle venture, the company announced this week.

“The lifestyle market continues to grow rapidly and has one of the fastest growth rates in the industry,” said Gaurav Bhushan, Accor’s chief development officer. “Accor has had very strong acceleration in the lifestyle sector and now offers the widest portfolio, with 10 brands to be developed internationally, from economy to luxury.”

Accor already operates JO&JOE and has partnerships with 25Hours, Mama Shelter and, more recently, sbe Entertainment.

Its latest brand, TRIBE, is centered around a “high-quality hotel experience at an affordable price.” It will offer both business and leisure guests several multi-functional common areas with a modern, sleek décor.

Guest rooms will be outfitted with under-bed storage, Smart TVs, Kevin Murphy shower amenities, and Nespresso coffee machines.

The TRIBE Foods area — a café by day, a bar by night, and a 24/7 Grab & Go station — will work with local producers to “combine authentic and responsible cuisine,” using seasonal products.

TRIBE currently consists of one 126-room property 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, totaling more than 1,700 rooms.

“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. It will be making its debut in 150 international destinations by 2030,” Bhushan said.

Accor’s other lifestyle venture is in partnership with New York-based sbe, House of Originals, and will operate in the luxury segment.

Bhushan said the luxury collection is “the perfect combination of sbe’s know-how in entertainment and F&B,” adding it will benefit from Accor’s global platform, particularly in terms of distribution, loyalty and network development.”

The House of Originals portfolio includes five rebrands of existing sbe properties, including the Sanderson and St. Martins Lane in London, 10 Karakoy in Istanbul, and the Shore Club in Miami Beach.