Accor continues to expand its portfolio and is launching a new lifestyle brand in the midscale segment, TRIBE. The new brand was created in response to a simple fact: today, more than ever before, travellers seek a high-quality hotel experience at an affordable price.

TRIBE aims to surprise travellers with an original, exciting and carefully curated offer that focuses on style rather than price. Tribe is reshaping the traditional hotel experience, enabling guests to live, work and play in contemporary interiors.

The new “TRIBE” concept targets an international clientele of regular travellers. Whether travelling for business or leisure purposes, the TRIBE community is just like today’s men and women: independent, curious and adventurous.

Guests are offered a multifaceted experience:

Smart design

In each living space and for every service, particular attention has been paid to user-friendliness without overlooking either style or comfort. Everything has been designed to increase the sense of space, enhance the decor and improve customer perception. The hotel’s common areas create a feeling of greater space by opening out onto the exterior.

An artistic collection

The 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 the renowned British designer Tom Dixon, etc. Each TRIBE object has been carefully crafted, selected and installed in order to bring a distinctive decor to the hotel.

A service focused on the essentials

TRIBE is going back to basics to give customers what they want, and nothing else. In their rooms, guests will benefit from under-bed storage, have the opportunity to unwind in front of the Smart TV or enjoy a refreshing shower using Kevin Murphy professional products. Nespresso coffee capsules and T2 teabags are provided free of charge in place of a pricey minibar. A Grab & Go station is also available 24/7.

Experiences and expectations

In partnership with local producers, Tribe hotels combine authentic and responsible cuisine and are committed to using seasonal products. Regardless of the time of day or night, the TRIBE Foods area – a café by day, a bar by night – will satisfy all tastes. Bicycle rental services, fitness centre, co-working areas, as well as great city deals will all be available at an affordable price.

TRIBE consists of 126 rooms and just a stone’s throw away from the botanic garden at Kings Park, Perth, Australia – one of the largest inner-city parks in the world. Ten other openings are already scheduled to take place by 2022 in Europe and the Asia Pacific, totalling more than 1,700 rooms.

TRIBE has been designed to appeal not only to guests but to owners and investors as well with a product that guarantees superior financial returns thanks to improved customer perception based on economical spaces and services.