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Paris-based Accor is launching a new midscale lifestyle brand called Tribe. So far, the brand has one property open, the 126-room Tribe Perth in Australia. Ten other openings are scheduled to take place by 2022 in Europe and Asia Pacific, totaling more than 1,700 guestrooms, according to the hotelier.

The brand is designed to target global travelers, both business and leisure. The hotelier claims that every design element is placed to increase a sense of place, enhance décor and improve guest perception. While midscale, the design aims for an upscale feel. For instance, Moroso chairs, Jean-Paul Gaultier cushions and lamps provided by the British designer Tom Dixon will fill the hotels.

“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,” says Gaurav Bhushan, chief development officer at Accor. “It will be making its debut in 150 international destinations by 2030.”

The news comes on the heels of the hotelier rumored to launch its 34th independent collection, Greet, this summer. Accor also launched Jo&Joe in 2016 and recently partnered with 25hours, Mama Shelter and sbe Entertainment.

Photo: Courtesy of Accor


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