Accor Launches a New Lifestyle Brand - TRIBE

France, Paris. March 25, 2019

Accor continues to expand its portfolio and is launching a new lifestyle brand in the midscale segment, TRIBE. Renowned for its expertise in the economy and midscale sector and now a major name in luxury hotels, Accor continues to establish itself in the lifestyle sector in order to offer an ever-greater range of experiences and to satisfy the needs of its customers and partners.

TRIBE, a custom-made solution for new needs and desires Accor's new brand TRIBE was created in response to a simple fact: today, more than ever before, travelers seek 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. Tribe is reshaping the traditional hotel experience, enabling guests to live, work and play in contemporary interiors.

TRIBE intends to meet the expectations and requirements of customers in a ground- breaking way. With a flexible and unique model, the new "TRIBE" concept targets an international clientele of regular travelers. Whether traveling for business or leisure purposes, the TRIBE community is just like today's men and women: independent, curious and adventurous.

TRIBE, a totally redesigned hospitality concept TRIBE welcomes regular travelers by providing them with everything they need and nothing they don't in vibrant living spaces, centered around a welcoming lobby area, guest rooms offering the utmost comfort and the latest technologies. Guests are offered a multifaceted experience:

Smart design

At TRIBE, design finds its expression beyond the details. 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 the customer perception. The design is sleek - the hotel's common areas, like that of the guest rooms, create a feeling of greater space by opening out onto the exterior. Several creative areas are available to guests. Working, arranging a meeting or enjoying a drink, everything is possible. As welcoming as a hotel, as laid-back as a trendy urban hub and as relaxing as a home, Tribe is constantly reinventing itself.

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. From the lobby to the guest rooms, and encompassing the common areas, 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

Echoing this smart design, 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

United by a love of design and technology, TRIBE customers will enjoy a high-quality hotel experience in non-standardized properties. 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 cafe? by day, a bar by night - will satisfy all tastes. Bicycle rental services, fitness center, co-working areas, as well as great city deals will all be available at an affordable price.

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Eco-Friendly Practices: Corporate Social Responsibility

The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.