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Accor Announces Two New Brands

Accor new brands 2019

Accor continues to expand its portfolio and announce the launch of a new lifestyle brand in the midscale segment, TRIBE and a new luxury global brand, The House of Originals, is launched in partnership with sbe, a leading international hospitality group that develops, manages and operates award-winning global hospitality brands.

TRIBE, a custom-made solution for new needs and desires

Accor’s new brand TRIBE was created in response to a simple fact: today, more than ever before, travelers seek a high-quality hotel experience at an affordable price. TRIBE aims to surprise travelers with an original, exciting and carefully curated offer that focuses on style rather than price. TRIBE is reshaping the traditional hotel experience, enabling guests to live, work and play in contemporary interiors.

TRIBE intends to meet the expectations and requirements of customers in a ground-breaking way. With a flexible and unique model, the new “TRIBE” concept targets an international clientele of regular travelers. Whether traveling for business or leisure purposes, the TRIBE community is just like today’s men and women: independent, curious and adventurous.

In each living space and for every service, particular attention has been paid to user-friendliness without overlooking either style or comfort. Everything has been designed to increase the sense of space, enhance the decor and improve customer perception. The design is sleek – the hotel’s common areas, like that of the guest rooms, create a feeling of greater space by opening out onto the exterior.

Several creative areas are available to guests. Working, arranging a meeting or enjoying a drink, everything is possible. As welcoming as a hotel, as laid-back as a trendy urban hub and as relaxing as a home, Tribe is constantly reinventing itself.

TRIBE is going back to basics to give customers what they want, and nothing else. In their rooms, guests will benefit from under-bed storage, have the opportunity to unwind in front of the Smart TV or enjoy a refreshing shower using Kevin Murphy professional products. Nespresso coffee capsules and T2 teabags are provided free of charge in place of a pricey minibar. A Grab & Go station is also available 24/7.

In partnership with local producers, Tribe hotels combine authentic and responsible cuisine and are committed to using seasonal products. Regardless of the time of day or night, the TRIBE Foods area – a café by day, a bar by night – will satisfy all tastes. Bicycle rental services, fitness center, co-working areas, as well as great city deals will all be available at an affordable price.

TRIBE currently consists of one address (with 126 rooms) just a stone’s throw away from the botanic garden at Kings Park, Perth, Australia – one of the largest inner-city parks in the world. Ten other openings are already scheduled to take place by 2022 in Europe and the Asia Pacific, totaling more than 1,700 rooms.

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

The House of Originals focuses around the Establishment of a Community for its Guests

The House of Originals is a luxury collection of properties from sbe featuring a bold spirit that challenges and inspires. sbe is thrilled to launch this new hotel brand collection which will include the Sanderson and St. Martins Lane in London, 10 Karakoy in Istanbul, and the Shore Club in Miami Beach.

The House of Originals combines the best of what sbe has to offer. This new brand will create a community for its guests, predicated on luxury experiences and centered around sbe’s iconic culinary and mixology offerings. Further, the support of sbe’s partner, Accor, will be critical in establishing the brand internationally by offering sbe’s customers and partners access to an unparalleled global distribution and procurement infrastructure.

Sam Nazarian, Founder & CEO of sbe states: “At sbe we are always looking to create memorable experiences. The House of Originals will include our existing incredible destinations, the Sanderson, St Martins Lane, Shore Club and 10 Karaköy and create a community and network of unique global properties. I am proud to partner on this project very closely with the Accor team and Gaurav BHUSHAN, Accor’s Head of Global Development who will provide us invaluable support in helping us create a truly international suite of properties.”

Gaurav Bhushan, Chief Development Officer Accor states: “The lifestyle market continues to grow rapidly and has one of fastest growth rates in the industry. 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. The House of Originals is the perfect combination of sbe’s know-how in entertainment and F&B, and will benefit from Accor’s global platform, particularly in terms of distribution, loyalty and network development. With already 5 new hotels in the pipeline and an exciting pipeline underway in key gateway cities such as Dubai, London and Paris, this brand brings a new lifestyle flavor into the Accor portfolio.”

The House of Originals is a collection of luxury hotels that are individually special to the city in which each resides. These inspiring properties are recognized as trailblazers, setting a standard of hospitality and experience that makes every hotel iconic in its own right. For every hotel in this collection, there is an undying spirit and promise of originality.

This rebrand marks an inflection point for these hotels, illustrating how they are coming together to create an innovative new brand to bring our customers a refreshed collection of hospitality assets. The House Of Originals collection will undertake rapid but thoughtful growth and already has in its pipeline 5 new domestic and international locations.





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