September 28, 2023

Accor sets out big plans for new Tribe

Accor has announced the expansion of its Tribe brand, a new midscale lifestyle option from the hotel group.

A 126-room property is already open in Perth, Australia, but Accor says the brand will arrive in Europe this summer with a 290-room hotel opening in Glasgow.

A further eight Tribe hotels are due to open across Europe and Asia-Pacific by 2022 and 50 more are currently under negotiation worldwide.

The non-standardised brand will “surprise travellers with an original, exciting and carefully curated offer that focuses on style rather than price,” says Accor, which is targeting regular international travellers.

It will “reshape the traditional hotel experience, enabling guests to live, work and play in contemporary interiors”.

Guests can expect ‘sleek’ design, modern art, informal workspaces, locally inspired dining outlets, fitness centres, bike rental and rooms that ‘go back to basics’.

Gaurav Bhushan, Chief Development Officer at Accor, says: “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…”

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