Accor Launches First Tribe Hotel in Perth, Australia

Main Photo: The Tribe brand

Date: March 2019

Location: Perth, Australia

Name: The Tribe Perth

No. of Keys: 126

Who: Accor has launched Tribe, its new midscale lifestyle brand. It has launched in Perth, Australia with 10 openings scheduled by 2022.

Was: It’s first property is an existing hotel next to Perth’s Kings Park, part of Australian hotel group Mantra, which Accor acquired last year for $1.2bn.

The brand promises smart design, artistic surroundings and non-standardised properties. Accor has targeted 150 properties by 2030.

The first Tribe hotel has already opened in Perth, Australia, with the first European hotel – a 290-bedroom property – set to launch in Glasgow later this year. The owners of a further 50 hotels are currently in discussions with Accor to adopt the brand.

Accor said Tribe will offer a sleek interior; furniture and furnishings from designers such as Jean-Paul Gaultier and Tom Dixon, which give the perception of an upscale space; a 24/7 grab and go station; and a café by day and bar by night space. The brand will be targeted at the “independent, curious and adventurous” traveller.

Gaurav Bhushan, chief development officer at Accor, said it is expected that the Tribe brand will achieve “significant growth” worldwide, including in gateway locations such as London, Paris, Singapore, Dubai and Bangkok. “It will be making its debut in 150 international destinations by 2030,” he added.

Accor said Tribe would offer a “high-quality hotel experience at an affordable price,” with a “carefully curated offer that focuses on style rather than price.”

Amenities will include bike rental, gyms, co-working and meeting spaces, while contemporary design and art will aim to give an upscale feel. Bedrooms will have under-bed storage, smart TVs, Kevin Murphy toiletries and Nespresso machines.

Accor CEO Sebastien Bazin is bullish on the value of brands, describing them as a group of friends each offering a different quality, and recently telling Business Traveller he could see the group having up to 50.

As well as Mantra, which has 138 hotels across Australia, New Zealand, Hawaii and Bali, Accor has bought Switzerland’s Mövenpick Hotels and Resorts, 50 per cent of South African group Mantis, and the Fairmont, Raffles and Swissotel brands.

Price: Undisclosed

THPT Comment: Be interested to see where this new brand goes.

First Seen: Business Traveller

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