Industry NewsBrandsAccor Launches a New Midscale Lifestyle Brand—TRIBE

Accor Launches a New Midscale Lifestyle Brand—TRIBE

Accor announced this week that it is launching a new lifestyle brand in the midscale segment, TRIBE. The new brand was created to meet the demand of today’s travelers seeking a high-quality hotel experience at an affordable price. TRIBE aims to “surprise travelers with an original, exciting, and carefully curated offer that focuses on style rather than price.” The concept targets an international clientele of regular travelers who are independent, curious, and adventurous, whether traveling for business or leisure purposes.

Currently, TRIBE has one 126-room hotel open in Perth, Australia, and another 10 in the pipeline, slated to open by 2022 in Europe and Asia Pacific totaling 1,700 rooms. In addition, the brand has more than 50 properties under negotiation around the world.


In each living space and for every service, particular attention has been paid to user-friendliness without overlooking style or comfort. The concept has been designed to increase the sense of space, enhance the decor, and improve customer perception. The hotel’s common areas, like that of the guestrooms, create a feeling of greater space by opening out onto the exterior. Several creative areas are available to guests for working, arranging a meeting, or enjoying a drink.

Artistic collection

TRIBE’s modern style is complemented by artfully designed objects giving the perception of an upscale space: Moroso chairs, an array of Jean-Paul Gaultier cushions, lamps provided by British designer Tom Dixon, etc. From the lobby to the guestrooms, and encompassing the common areas, each TRIBE object has been carefully crafted, selected, and installed to bring distinctive decor to the hotel.


In their rooms, guests will have under-bed storage, a Smart TV, Kevin Murphy professional products in the bathrooms, Nespresso coffee capsules, and T2 teabags. A Grab & Go station is also available 24/7.

Experiences and expectations

In partnership with local producers, TRIBE hotels will combine authentic and responsible cuisine and are committed to using seasonal products. The TRIBE Foods area will include a café by day, a bar by night. Bicycle rental services, fitness center, co-working areas, and city deals will all be available at an affordable price.

Gaurav Bhushan, Chief Development Officer at Accor, said, “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… It will be making its debut in 150 international destinations by 2030.”