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A new Tribe found in Australia

Anna Pakulniewicz 05 March 2019
A new Tribe found in Australia
Tribe hotels are all to have design to give the impression of an upscale space

WORLD Accor is launching Tribe, its new lifestyle brand for the midscale hotel segment.

The brand is intended to cater to those who are looking for a high-quality hotel experience at an affordable price. Tribe currently consists of one 126-room hotel next to Kings Park and Botanic Garden in Perth, Australia. Ten further openings are already scheduled to take place by 2022 across Europe and Asia Pacific, totaling more than 1,700 rooms.

Tribe hotels are all to have a modern architectural design to give the impression of an upscale space. Additionally, the hotel in Perth features Moroso chairs, Jean-Paul Gaultier cushions and lamps designed by Tom Dixon.

The brand’s launch follows the recent debut of the Jo&Joe hotel brand as well as partnerships with brands that include 25 Hours and Mama Shelter. Accor has also partnered with Sbe Entertainment to provide brands such as Delano, SLS, The House of Originals, Mondrian and Hyde.

“With a pipeline of over 50 hotels, which we are currently negotiating for the coming years, we believe that Tribe will see significant growth across the world including in gateway locations such as Paris, London, Singapore, Dubai and Bangkok… It will have made its debut in 150 international locations by 2030,” stated Gaurav Bhushan, the chief development officer at Accor.


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