Accor launches Jo & Joe brand

George Sell By George Sell
27 September 2016 | Updated 27 September 2016

France: Accor has launched a millennial-focused hybrid brand called Jo & Joe.

France: Accor has launched a millennial-focused hybrid brand called Jo & Joe.

Accor says the new brand "blends the best of private-rental, hostel and hotel formats" and aims to open 50 Jo & Joe properties by 2020, with target locations including Paris, Bordeaux,Warsaw, Budapest, Rio and São Paulo. All properties will be in city-centre locations close to public transport "less than 15 minutes away from the major points of interest".

Jo & Joe properties are described as "a vibrant living space, a home that is open to the external world and designed to meet the expectations of Millennials and all those who value sharing, spontaneity and experience".

Accor says the brand is aimed at two groups it describes as Townsters (people living nearby) and Tripsters (people in town to explore). Features will include a collaborative kitchen where guests can cook their own meals, a bar, laundry area, regular hotel rooms, and hostel-style shared rooms. "OOO!" (Out Of the Ordinary) is a new accommodation category which will offer "unexpected accommodation for people traveling alone or in groups of up to six people. Different at each JO&JOE venue, these original formats include yurts, hammock and caravans and ensure guests have an unforgettable experience".

"Break with tradition, forget old habits, be surprising, authentic, unexpected, bring a breath of fresh air to AccorHotels. Do it quickly and do it well. It wasn't an easy brief to put into practice, particularly when you're primarily targeting Millennials, who can be very difficult to win over. But with the launch of our new brand, JO&JOE, we have now more than met that challenge. I'm extremely proud of the work accomplished by the AccorHotels teams in mobilizing the energy necessary - both inside and outside the Group - to bring this enormous project to life. JO&JOE represents the very essence of hospitality: welcoming, exciting and beyond our guests' expectations" said Sébastien Bazin, chairman and chief executive officer of AccorHotels.

Frédéric Fontaine, senior vice president, global marketing innovation lab at Accor said: "More than just an accommodation solution, JO&JOE has been conceived as an experience enhancer thanks notably to its offbeat design, innovative digital ecosystem and catering offerings. With its "open house" concept, the brand diversifies the customer journey by welcoming guests as well as locals, who treat JO&JOE venues as an annex of their living room. The project is also a reflection of the Group's cultural and managerial transformation, which shapes JO&JOE's approach to hiring, management and service, another of the brand's distinctive components." 

Accor has worked on the design for the new hotels with UK design company Penson, which has also worked on campuses for Google, YouTube, Jaguar Land Rover and Playstation.

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