Accor launches new lifestyle brand Tribe

Tribe hotel.

Accor has launched a new midscale lifestyle brand, Tribe.

The Tribe brand will be stripped back and minimalist. It will have a sleek user-friendly design focus focussing on the essentials. For instance, guest rooms will have under-bed storage, but also still have Smart TVs and coffee capsules and teabags instead of a minibar.

As of launch, Tribe currently has one hotel, a 126-room property in Perth, Australia. The brand has another 10 openings scheduled to take place by 2022 in Europe and the Asia Pacific – and according to Accor’s chief development officer – has plans to open expand much more.

“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,” said Gaurav Bhushan, chief development officer, Accor.