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Accor has big plans for Tribe, its latest midscale brand

March 6, 2019 Headline News No Comments Email Email

From a single property in Perth, Tribe hotels is about to go global as a major Accor brand – a triumph for an Australian-born hotel design that allows hotels to be constructed with prefabricated guestrooms containing all the essentials.

For the Accor Group, the Tribe acquisition highlights a record year of openings and signings. The group’s addition of 14 new brands has boosted its presence in the fast-growing “lifestyle sector”. The sector consists mainly of Millennials, people aged (roughly) anywhere from 23 to 38, who want to feel like seasoned travellers rather than a tourists, while paying a moderate price and staying in a quality property.

Accor is responding to that trend with a brand it says “focuses on style rather than price”. Tribe will expand to 150 locations in little over a decade.

Tribe was Australia’s first integrated-modular-design hotel brand when it started in Perth in 2017 as a 126-room hotel with views of Kings Park and striking interiors by award-winning Australian architect and interior designer Travis Walton.

Tribe was founded by Mark and Melissa Peters and was managed by Mantra Group, which Accor acquired last May for AUD 1.2 billion.

Accor will take the Tribe presence from one to 50 properties internationally by 2020, and then far higher.

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.”

A strategic partnership will see Tribe’s founding partners continue to play an important role in the future development of the brand, as they work alongside the Accor team. Mark and Melissa Peters have established a procurement business, MP Modular, to build new Tribe properties around the world.

The MP Modular approach starts with an affordable modular build. Pretty much everything – externals, fit-out, furniture, fixtures and equipment, signage and consumables – are all supplied as one package, providing considerable savings compared with a traditional hotel build. “Superior returns to the investor,” MP Modular notes.

Tribe Glasgow – UK, the first 290-room Tribe hotel in Europe opening mid 2019

Mark Peters says the company has always strived “to cater for the ever-changing class of modern travellers across the world – those who seek out unique experiences and true value for money. Through our partnership with Accor and their investment in the Tribe brand, together with our partners we can now deliver our innovative concept on a global scale”.

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 the renowned British designer Tom Dixon, etc.

Under Accor, Tribe is going back to basics ‘to give customers what they want, and nothing else”. In their rooms, guests will find 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.

The Tribe Foods area – a café by day, a bar by night – is open 24/7. Bicycle rental services, fitness centre, co-working areas, as well as great city deals, will all be available at an affordable price.

Written by Peter Needham

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