TRIBE, a bold design-driven hotel brand from Accor, has announce its key milestone of reaching 20 hotels around the globe.
Born in Australia in 2017, from the visionary minds of Mark and Melissa Peters, TRIBE embodies the essence of contemporary living, offering spaces that are smart, stylish, and encourage social interaction. With over 40 additional hotels currently under development, including TRIBE Auckland Fort Street opening in Q2 of 2025, the brand's journey is just beginning, proving that modern hospitality can be both high-quality and accessible.
“Reaching 20 TRIBE hotels is just the beginning of our journey to redefine modern hospitality,” said Jean-Yves Minet, Global Brand President, Midscale and Economy at Accor.
“TRIBE hotels are design-led spaces that are smart, stylish and comfortable, providing everything that guests need and nothing they don’t. Our designers focus on the things that really matter, creating vibrant and functional places to work, play, or relax, all at a great price. As we continue to grow, our focus remains on delivering innovative experiences, ensuring that we continue to embody contemporary living for modern travellers around the world.”
Halfway between standardisation and personalisation, the lifestyle segment is growing rapidly worldwide, fulfilling the wants and needs of the modern traveller seeking unique and innovative stays.
“Accor recognised the growing demand for lifestyle-based hospitality and TRIBE more than delivers on this, providing investors and owners an appealing and modern offering for hotel development,” said Camil Yazbeck, Global Chief Development Officer, Premium, Midscale & Economy Division, Accor.
“By blending local vibrancy with strong design credentials, TRIBE has carved out a distinctive space that attracts both travellers and locals seeking social experiences and stylish design. For partners and owners, TRIBE offers ADR premiums and optimised space planning, resulting in high GOP margins and ultimately increasing return on equity. Furthermore, TRIBE is also well-suited for hotel conversion opportunities, which supports Accor's and our partners' commitments to responsible growth and sustainable hotel development."
In Q2 of 2025, TRIBE will make its debut in New Zealand with the opening of TRIBE Auckland Fort Street. Located in Auckland’s bustling Central Business District, this 60-room hotel combines smart rooms with a stylish social hub and lobby bar, perfect for work and play. Its prime location near Britomart and Commercial Bay positions it as a top choice for modern travellers seeking social spaces, connectivity and great design.
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